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“Our work goes beyond just the blue you see on the walls,” says Mr Mark Barrett, CEO, Asia Pacific, Imagination, as he walks you through the Ford pavilion at Auto Expo 2012.
He invites you to press a button near a seat strapped with a new type of seat belt. You comply, and the belt pops with a resounding sound, making you jump back. The look of alarm on your face is captured and shown on a screen nearby. “From here, it will go on to the Auto Expo page of Ford India on Facebook,” says Mr Barrett.
Ford brand pillars
The truly interactive experience that Ford India's pavilion affords to the customer has been designed by Imagination, to keep in sync with the client's four brand pillars of Quality, Green, Smart and Safety. It has also leveraged the craze for social media beautifully so that you don't know whether you are on Facebook or at Pragati Maidan.
Besides the Ford pavilion, Imagination has also done work on the Land Rover and Tata Motors stalls at the fair. At the Ford pavilion, there will also be a performing magician to communicate “blink of an eye” concept that covers the safety angle of Ford cars.
With this, the London-headquartered global creative agency which started its India operations barely two months ago, has announced its entry in the country in style.
Asian offices
In Asia, the creative agency already has offices in Hong Kong, Beijing, Shanghai, Singapore, Sydney, Melbourne, and Tokyo. The Indian operations of the agency would be its 16th office in the world. The agency has identified Mumbai and Bangalore as the locations for its India offices.
Says Mr Barrett, “Our entry into India is a true manifestation of a well thought-out and structured growth plan of our business. India makes for an exciting and an exponentially blooming market.”
In India, Imagination also handles clients like the Oberoi Hotels and Andaz Hotels by Hyatt, where they are leading the design and styling of the new Andaz Hotel in New Delhi.
Globally, the agency's clients are Jaguar, Aston Martin, Shell, The Body Shop, among others.
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