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More love stories usher in BMW 3 series LCI

Conceptualized by Ogilvy & Mather, Gurgaon, the campaign sticks with the “BMW Stories” theme of the 2014 ads

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More love stories usher in BMW 3 series LCI

More love stories usher in BMW 3 series LCI

Conceptualized by Ogilvy & Mather, Gurgaon, the campaign sticks with the “BMW Stories” theme of the 2014 ads

BestMediaInfo Bureau | Mumbai | March 23, 2016

BMW-3-series-LCI Click on the image to watch the TVC.

'What's your BMW Story?' is not a new story line. The campaign had begun in November 2014 in India, when the cricket's master blaster, Sachin Tendulkar, had shared his BMW story with the world. The automobile major is back with two more stories in its campaign to launch its latest model, BMW 3 series LCI.

The two short films in the latest campaign have been created by Ogilvy & Mather's Gurgaon office. The BMW 3 series has come a long way since it was launched in 1975 and with each passing generation, the luxury sedan has garnered a lot of fans. Two real BMW owners were selected for the campaign and they shared their “BMW Stories”.

One of the stories came from auto expert Hormazd Sorabjee and the other from an ardent BMW fan, Ajith Urumis, who lives in Kerala. In the first commercial, Sorabjee speaks of his fascination for his uncle's BMW 3 series as a young man. Sorabjee's uncle, a septuagenarian then, had used his BMW as a racing car at rallies.

He had also warned the young Sorabjee that he would not part with his BMW no matter how badly his young nephew craved for it. “You can have it over my dead body,” his uncle had said then – which, Sorabjee admits, is how he managed to acquire the vintage sedan. Sorabjee tells an emotional tale of his love for his classic BMW 325i (E30) and his uncle, who he had accompanied to numerous car rallies in the vehicle.

The second film is the story of Urumis, who lives in Kerala and recalls driving his BMW 3 series all the way to Bangalore over weekends to meet his fiancée. Any pretext, he admits coyly, was good enough for a drive in his BMW. His fiancée, he admits, feels that the BMW was his first love. Urumis says he wakes up happy, knowing that he would be driving his BMW during the day.

Vishwajeet Singh Rana, Senior VP, Ogilvy & Mather India, said, “This is a story of love. A brand like BMW has a cult following all over the world and users have been sharing their experiences with the brand in a variety of interesting ways. BMW Stories or as we call it, YDP (Your Driving Pleasure), is more than just an online community of experienced luxury users. It's a platform to humanize the interaction between machine and man and build that emotional relationship with the brand. As a nation we are fascinated with stories – so it was a perfect platform to bring out these stories. We identified these users along with the BMW team and then created these amazing stories for the world to see.”

The TVCs:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Agency: Ogilvy & Mather, Gurgaon

Account Management: Vishwajeet Singh Rana

Client Services Director: Gautam Nijhawan

Group Account Manager: Shashwat Varma

Senior Creative Director: Jossy Raphael

Creative Controller: Tenzin Wangdi

Associate Creative Director: Jonathan George

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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