As competition in the premium auto segment heats up in India, BMW India is now in the process of reviewing its media mandate. At present the incumbent on the business is Carat Media. The account size is pegged in the region of Rs 40 crore.
BMW India competes with the likes of Mercedes-Benz and Audi India, which have been very active in this market in the last year. Merc Benz is handled by MEC India and MediaCom India handles Audi.
It is understood that a part of the brief is to drive further awareness around BMW in the premium audience and the upcoming class of new buyers that are looking at these brands closely. India has turned out to be one of the hottest markets for these luxury brands and BMW wants to take maximum advantage of India’s changing consumer dynamics.
Digital and below the line have been chalked out to be an important part of the brief according to sources familiar with the development though exchange4media was unable to confirm this independently. The pitch process is expected to begin next month.
BMW is amongst an early entrant in this segment in India and was also amongst the first to utilise mass media platform for its communication in this market.