BMW has rolled out a TVC specifically for the Indian market. The film has been conceptualised by Ogilvy & Mather.
A baby in a cradle grows up in fast-forward mode, set to the sound of a car racing past. Different phases of his life, from infancy to school, college, marriage and work life and middle age are captured in rapid succession, as the background score blends in with the car sounds. As maturity, and old age, set in on the protagonist, a voice over asks, "A human being goes from zero to 60 in less than two billion seconds. At what point do you want to start enjoying the drive?" The visuals start moving in rewind mode, to when the protagonist was a young executive. He's at the wheel of the new car, with a smile. As the vehicle is showcased in motion, the film ends with the message, 'Don't postpone joy'.
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."
Kapil Arora, president – branch head, Ogilvy North, added, "A large part of affluent India that spends on homes, holidays, weddings and jewellery, still deny 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."
Client: BMW India
Agency: Ogilvy & Mather (Gurgaon)
Executive creative director: Ajay Gahlaut
Senior creative director/copywriter: Jossy Raphael
Senior creative director: Gaurav Nautiyal
Associate creative director: Jonathan George
President – branch head, Ogilvy North: Kapil Arora
Senior vice president, client services: Vishwajeet Rana
Vice president, client services: Kabir Baidwan
Account director: Aditi Sobti
President, planning: Neeraj Bassi
Vice president, planning: Anirban Roy
Director (film): Lloyd Baptista
Producer: Ravneet Mahajan