ord�s Ikon was the �Josh machine�. Its new urban activity vehicle, Fusion, promises �Anything Karega�. In other words, the Ford Fusion is supposed to help the urban "active family" to get away from "the everydayness" of their lives.


Launched in December 2004 in print, Fusion ads hit the airwaves in January. The TVC is not much different from the majority of the ads in the category - it�s about family and fun. It revolves around this set of parents out with their kids on a treacherous road, presumably on a picnic. To reinforce the never-say-die attitude of the vehicle - which, according to the theory of advertising extrapolation, would necessarily be the attitude of the owner - the ad shows how the family gets over the various hurdles to get to the destination of its choice. The sign-off "Anything Karega" takes off from Kishore Kumar�s classic song, Hum to Mohabbat Karega, from the movie Dilli Ka Thug (1958).
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