Since 2012, BMW has been aggressively marketing the brand in India, with a definitive focus on wooing customers with its advertising campaigns. To this effect, the carmaker recently launched a TVC titled “Don’t Postpone Joy”.
In its new campaign, BMW is exhorting Indians to embrace the present over the future. The key message seems to be that the earlier you buy a BMW, the longer you enjoy it, so why postpone?
“Indians seem to be always saving for or worrying about the future. BMW in this campaign reminds people that time is passing by - so it's about living for the moment and enjoying it,” said a company statement.
Conceptualised and made by Ogilvy for BMW India, this film has been specifically created for the Indian market. The film opens on a new born baby that quickly turns into a 60-year-old – going through various life stages in matter of seconds with a VO saying a human being goes from 0-60 in under 2 billion seconds and at what point in your life would you start enjoying the ride?
Watch the TVC here:
Frank-E Schloeder, Director Marketing, BMW India, said, “The luxury car market has a great potential in India. Our latest campaign ‘Don’t Postpone Joy’ addresses certain mental and cultural barriers that we feel exist towards luxury consumption in India. Since JOY is BMW, BMW in this campaign is reminding people that life is passing by and it's about living for the moment and enjoying rather than worrying about the future.”
“A large part of affluent India that spends on homes, holidays, weddings and jewellery, still denies themselves the joy of a luxury car. They spend their lives running the race, living for others and postponing their own joy. This campaign talks to that segment, extolling them to stop postponing joy and to not let life pass by, without experiencing the joy that is BMW,” said Kapil Arora, President – Branch Head, Ogilvy North.
In its attempts to woo Indian buyers, the brand has come out with two other impactful TVCs since its decision to go all-Indian in 2012.
The “made in India, for India” campaign
While in the other markets the sportiness of the car was emphasised with lines such as ‘Goosebumps vs. speedbumps’, in India, the company wanted to go back to the core of the brand and make the product the hero. That’s why the brand decided to go for a totally different approach. The TVC focused on the car, while the line ‘Superior by evolution’ explains the attitude of the brand. The ad comprised classic material from the BMW archives as well as international footage from a UK-based agency. The entire TVC had been produced in Germany in 3D and real footage. The campaign was pan-India with a focus on the top 10 major cities of the country. While the campaign started with online and activation, every medium had been optimised.
Watch the video here:
The Sachin Tendulkar campaign
Soon, the brand roped in Sachin Tendulkar to promote its products. BMW unveiled another TVC in January this year. This one showcased a random collection of ten families who take BMW cars for a test spin. A series of drama takes place on a lazy Sunday afternoon.
Reactions from the people in the car are recorded via a hidden camera, a series of weird and cute surprises are lined up along the drive. However, this is not the end, the surprise is waiting at the finish line in the form of Sachin Tendulkar.
Watch the TVC here: