BMW urges ‘Don’t postpone Joy’ through new campaign

18 Sep,2014

By A Correspondent


Known for its sheer driving pleasure, BMW has now opted for a brand campaign to rekindle love in the age of EMIs.


Through its new campaign, Don’t Postpone Joy, BMW exalts Indians to embrace the present over the future. The key message seems to be that the earlier you buy a BM car, the longer you enjoy it, so why postpone?


The film opens on a new born child and quickly the child turns into a 60 year old – going through various life stages in matter of seconds with a VO saying a human being goes from 0-60 in under 2 billion seconds and at what point in your life would you start enjoying the ride. Conceptualised and made by Ogilvy Gurgaon for BMW India, this film has been specifically made for the Indian market.


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 & enjoying rather than worrying about the future.”


Kapil Arora, President – Branch Head, Ogilvy North said, “A large part of affluent India that spends on homes, holidays, weddings and jewellery, still deny them-selves 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.”


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