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‘Don’t Postpone Joy’, urges BMW

Conceptualised by Ogilvy India, BMW’s new campaign reminds people to live life for the moment and stop worrying about the future

BestMediaInfo Bureau | Mumbai | September 18, 2014

BMW Click on the image to watch the TVC.

Luxury carmaker BMW, in its latest campaign titled ‘Don’t Postpone Joy’, reminds people to live life for the moment and not always worry about the future. The key message seems to be that the earlier you buy a BMW car, the longer you enjoy it, so why postpone?

Conceptualised by Ogilvy India, the campaign has been made specifically for the Indian market. The TVC opens with a new-born child who quickly turns into a 60 year old – going through various life stages in a matter of seconds. A voice-over in the background says - ‘a human being goes from 0-60 in under 2 billion seconds’ and ends with a question - ‘at what point in your life would you start enjoying the ride?’, giving out the message ‘Don’t Postpone Joy’.

The agency worked on the insight that Indians seem to always be saving for or worrying about the future and decided on reminding people that time is passing by - so it's about living for the moment and enjoying it.

Kapil Arora Kapil Arora

Kapil Arora, President, Branch Head, Ogilvy North, said, “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.”

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, in this campaign, BMW is reminding people that life is passing by and it's about living for the moment and enjoying it, rather than worrying about the future.”

The TVC:



Agency: Ogilvy India

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

Client Servicing: Vishwajeet Rana, Kabir Baidwan

Account Director: Aditi Sobti

President, Planning: Neeraj Bassi

VP, Planning: Anirban Roy

Director: Lloyd Baptista

Producer: Ravneet Mahajan

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