BMW India has rolled out a film aimed at car enthusiasts who #JustCantWait to hit the roads.
Conceptualised by Ogilvy, the film shows shots of cars from BMW's portfolio with the voiceover harping on the things one hasn't been able to do during the lockdown.
Pallavi Singh, director marketing, BMW India, said, "BMW has always championed driving pleasure. At the start of the campaign we looked at multiple data sources to get an insight into the sentiment of our users. Contrary to what many believe, most people have a very positive outlook towards the near future – in fact people are busy planning their next vacation - and experiences they have been longing for over the last few months. We decided that we just had to dial this positivity up. #JustCantWait captures the current sentiment where people are longing to get back to life and the joy of driving – but from the seat of a BMW."
Ritu Sharda, CCO, Ogilvy North, said, "This campaign speaks to people on a personal level. It captures the human feeling of restlessness that has resulted from being kept away from the things we love doing most. #JustCantWait is a beautiful way to express that craving and desire of wanting to get back to or begin doing those things."
Client: BMW India
Creative agency: Ogilvy
CCO - Ogilvy India (North): Ritu Sharda
Senior creative director: Murtaza Said
Creative directors: Reynold Anthony, Loden Thupten
Head – strategic planning, Ogilvy India (North): Rohitash Srivastava
SVP - planning: Ashwani Sinha
Senior planning director: Nishtha Arora
Managing partner: Amarinder Butalia
Account director: Naveen Trivedi
Group account manager: Menaka Joshi