INDIA – In its new campaign by Ogilvy Gurgaon, ‘Don’t Postpone Joy’, BMW is exalting 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?
Indians seem to be always saving for or worrying about future. BMW in this campaign remind people that time is passing by – so it’s about living for the moment and enjoying it.
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.
Conceptualized 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.”
At the same time, Kapil Arora, President – Branch Head, Ogilvy North, added “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.”
CREDITS
Creative:
Executive Creative Director – Ajay Gahlaut
Senior Creative Director/Copywriter – Jossy Raphael
Senior Creative Director – Gaurav Nautiyal
Associate Creative Director – Jonathan George
Account Management:
President – Branch Head, Ogilvy North – Kapil Arora
Senior Vice President, Client Services – Vishwajeet Rana
Vice President, Client Services – Kabir Baidwan
Account Director – Aditi Sobti
Planning:
President, Planning – Neeraj Bassi
Vice President, Planning – Anirban Roy
Production House Credits:
Director – Lloyd Baptista
Producer – Ravneet Mahajan
