BMW India wants to give out a very simple message: there are some things in life that you can best enjoy only when young. And the one thing that’s right on top of that list is, of course a BMW. To bring alive this campaign, Ogilvy created a series of films that show us the numerous things we miss out on when we delay the prospect of buying a BMW. It then goes on to explain how you can experience all of this with a financial plan, the BMW 360° Plan, that makes purchasing and maintaining a BMW absolutely easy.
Ritu Sharda, CCO, Ogilvy India (North): ‘Best enjoyed young’ is a great way to describe when to get a BMW. Sheer driving pleasure has always been for those who are young at heart. With the BMW 360° Plan, a BMW becomes more accessible and no one should have to miss out on the many experiences it can get you.
Pallavi Singh, Director Marketing, BMW India: BMW is a brand that is built on performance and driven by passion. It has a young heart with a storied past. The current campaign thought stems from the millennial customer’s mindset of the Fear of Missing Out. It encourages people to experience Joy now while reinforcing the belief that being young and bold is merely a mindset. We become an enabler for the user through our products and through this campaign we also address cost of ownership barriers. We have consciously tried to move away from tactical communication that has become the norm in the segment and are focusing more on people, emotions and experiences. At the same time, the campaign story weaves in a strong message of our BMW 360 programme, which is very contextual to the user.
