Ogilvy India pitches BMW at auto-averse millennials with ‘Best Enjoyed Young’
This article was originally published on Mumbrella.Asia.
BMW has launched a new campaign for India to publicise its 360° auto-financing product. Created by Ogilvy, the campaign called ‘Best Enjoyed Young’ seeks to stop young Indians from deferring the purchase of what is one of the most expensive auto brands in the country.
The campaign comes at a time when India’s formerly booming auto-market is slumping – it fell 41% in September compared to a year earlier.
Millennials and their reluctance to buy cars was name-checked as a reason for the decline by the country’s finance minister Nirmala Sitharaman. Her statements were ratified by the chairman of Maruti Suzuki, India’s largest automaker RC Bharghava who believed the younger audience is gravitating towards expensive gadgets and restaurants instead.
Speaking about the campaign, Ogilvy India North chief creative officer Ritu Sharda said: “‘Best Enjoyed Young’ is a great way to describe when to get a BMW. Sheer driving pleasure has always been for those who are young at heart.
BMW India director of marketing Pallavi Singh added: “The current campaign thought stems from the millennial customer’s mindset of the fear of missing out. It encourages people to experience joy now while reinforcing the belief that being young and bold is merely a mindset.
“We become an enabler for the user through our products and through this campaign we also address cost of ownership barriers. We have consciously tried to move away from tactical communication that has become the norm in the segment and are focusing more on people, emotions and experiences.
“At the same time, the campaign story weaves in a strong message of our BMW 360 programme, which is very contextual to the user.”
Chief creative officer Ogilvy North: Ritu Sharda
Associate creative director: Reynold Anthony
Creative director: Loden Thupten
Managing partner: Amarinder Butalia
Account director: Suchit Dhawan
Head – strategic planning, Ogilvy North: Rohitash Srivastava
Senior vice president of planning: Ashwani Sinha