BMW India taps VML’s Contract Advertising India as creative agency

BMW India has named Contract Advertising India, part of the VML network under WPP, as its new creative agency, taking over from Rediffusion.

Rediffusion had managed BMW India’s creative, digital, strategy and dealer communication since 2022, operating out of its Delhi office.

BMW India and VML have launched the brand’s latest campaign, ‘DRIVE YOUR MATCH’, marking the start of their partnership. The campaign reflects a strategic shift from product-focused messaging to a more individual-centric narrative, positioning BMW cars as personalised expressions of consumers’ personalities, aspirations, and lifestyles, while reinforcing the brand’s premium and progressive image.

Under this mandate, Contract Advertising India will develop and execute integrated brand communications across multiple platforms, encompassing creative strategy, campaign development, and digital storytelling, all tailored to the unique preferences of the Indian luxury automotive market.

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Commenting on the campaign, Vitesh Barar, Director – Marketing, BMW India, said the brand is aiming to deepen emotional engagement with consumers. “BMW has always stood for progressive luxury, driving pleasure and individuality. With DRIVE YOUR MATCH, we elevate the conversation from owning a car to recognising a reflection of who you are. This campaign celebrates the deep, personal connection our customers share with the brand, while showcasing the versatility of our portfolio in a way that remains distinctly premium,” he said.

Barar added that in a market like India, where aspirations are increasingly personal, the campaign strengthens BMW’s positioning as a partner in individual journeys. Contract Advertising India Pvt. Ltd. is part of WPP’s VML network (formerly Wunderman Thompson) and operates as a full-service agency with headquarters in Mumbai and offices in Delhi and Bengaluru. Its offerings span traditional and digital creative services through verticals such as DesignSutra, iContract and Core Consultancy. On the media front, BMW India continues to be serviced by Lodestar UM, which retained the brand’s integrated media mandate in 2022 following a multi-agency pitch.

“Dearest better half. The last time I wrote to you, you pointed out spelling mistakes. In red. I disagree.”

This opening line, featured in a BMW ad in a print edition, immediately caught attention—not just for its wit, but for how unlike BMW’s recent communications it felt. The letter-style copy marked a clear departure from the brand’s usual creative tone, sparking industry chatter about a possible shift behind the scenes.

Rohit Srivastava, Chief Strategy Officer, Contract Advertising India said, “We are delighted to welcome BMW India to our portfolio. BMW is not just an iconic brand but a global benchmark for excellence in design, performance, and innovation. Securing this mandate is a matter of immense pride for us, and we look forward to creating distinctive, future-facing brand communication that accelerates BMW’s journey in the luxury automotive space and builds deeper connections with Indian consumers.”

The creative rejig comes at a time when competition in India’s luxury car market is tightening, with brands sharpening both product and communication strategies to capture a more discerning, aspiration-led consumer base.