BMW India has rolled out a campaign that promotes its finance option, 360.
Conceptualised by Ogilvy, the master film shows what one misses out when a purchase of a BMW is delayed. It then goes on to show the BMW 360° plan, makes it easy to purchase a car from the German automobile manufacturer.
Pallavi Singh, director marketing, BMW India, said, "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."
Ritu Sharda, CCO, Ogilvy India (North), said, "'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."
Agency: Ogilvy North
CCO, Ogilvy North: Ritu Sharda
Associate creative director: Reynold Anthony
Creative director: Loden Thupten
Managing partner: Amarinder Butalia, Managing Partner
Account director: Suchit Dhawan
Head – strategic planning, Ogilvy North: Rohitash Srivastava
Sr. VP - planning: Ashwani Sinha