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Company : Ford India Ltd 
Tuesday, November 21, 2000 9:25AM IST (3:55AM GMT)
Shankar Mahadevan and Javed Akhtar create 'Aao Josh Mein'
Mumbai, Maharashtra, India

Buoyed by the success and segment leadership of the Ford IKON in the last one year, Ford India is celebrating the first anniversary of The Josh Machine with the launch of the Josh Anthem - 'Aao Josh Mein'. The anthem is a unique musical interpretation of josh. Shankar Mahadevan, the well-known 'breathless' singer, has composed a racy score, while distinguished scriptwriter Javed Akhtar has penned the lyrics to match the beat.

The music video of the Josh Anthem will be on air by the end of November. The video features Shankar Mahadevan and is an account of the inspiration that a young band seeks as they create the music of josh.

The uniqueness of 'Aao Josh Mein' lies in the fact that this is the first time that an automobile company in India has created an anthem that echoes the brand promise of its product, Ford IKON - The Josh Machine. 

"Ford IKON customers have some things in common - tremendous energy, drive and enthusiasm. In short, they are full of josh," said John Fink, Vice President, Marketing, Sales and Service, Ford India. "Javed's lyrics and Shankar's music have brought alive this spirit of josh and given it an appealing rhythmic tempo that will make listeners feel part of a large, josh family." 

The new album is named after the Josh Anthem 'Aao Josh Mein' and includes songs by other celebrity artistes such as Kishore Kumar, Asha Bhonsle, Kamaal Khan, Udit Narayan, Alka Yagnik and Alisha Chinai. 'Aao Josh Mein' is being produced and distributed by HMV and will be available at major music outlets across India from December 2000. 

In addition to the release of the cassette and the video, Ford customers and other josh-ful people will be treated to "Shankar Mahadevan Live" at concerts in Mumbai (November 22), Chennai (December 9), Bangalore (December 10) and New Delhi (December 16). The Josh Anthem would feature in these concerts. 

The Josh Anthem is one of the many events planned as part of the Ford IKON anniversary celebrations. The first event was the Young IKONs programme unveiled in New Delhi on November 17, in which Ford India aims to encourage the creative spirit of youth by providing them an opportunity for recognition. Two bright young artists, Rohini Devasher from the College of Arts, Delhi, and Varun Wadhawan from NIFT, have been given a stage to showcase their talent - they have interpreted the spirit of 'josh' by developing a 'designer' Ford IKON. This work of art will be displayed in select cities during November and December. 

Since launch a year ago, 'The Josh Machine' has met with overwhelming success in the Indian market and has established itself as the undisputed leader in the mid-size segment, with a 22 per cent market share and over 19,000 cars sold till date.

Media Contact Details
Pushpa Nair, pushpa@business2media.com, +91-11-3326022
Pushpa Nair, pushpa@business2media.com, +91-11-3326022
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