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
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, 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.”
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