BMW - 'Don't Postpone Joy' Campaign conceptualised

BMW is back with a thumping heart. Known for its sheer driving pleasure, BMW has launched phase 2 of its popular ‘Don’t Postpone Joy’ campaign. 

In this campaign, BMW continues to spread the message of embracing present over the future. With attractive offers on its sedans, the key message seems to be that the earlier you buy a BMW car, the longer you enjoy it, so why postpone?
Indians seem to be always saving for the future or worrying about the future. BMW in this campaign reminds people that time is passing by, so it's about living for the moment and enjoying the moment, and what better way than through owning and driving a BMW.

The film opens on a timer ticking away, which is later interspersed with quick, dynamic cuts of BMW sedans. It builds urgency for the consumer to buy a BMW and not keep postponing the various joys of driving one.

Created by Ogilvy Advertising Gurgaon for BMW India, this film has been specifically made for India.

Frank-E. Schloeder - Director Marketing, BMW India: Last year we ran a very successful campaign called “Don’t Postpone Joy” and it catered to a certain section of society and addressed certain mental and cultural barriers that we feel exist towards luxury consumption in India. So this year again, we have revived the campaign with new creative language but the core message remains the same – ‘that life is passing by and it's about living for the moment and enjoying rather than worrying about the future’. And to further that and facilitate the young drivers into the BMW family, we have come up with some really attractive offers during the campaign period.

Kapil Arora - President & Branch Head, Ogilvy North: Our everyday life is spent running, chasing inane deadlines and milestones, as against experiencing life and what really matters. The “Don't Postpone Joy" campaign in stage 2 reinforces the message of stop postponing JOY and not let life pass by without experiencing the joy that is BMW.

CREDITS
Creative Agency: Ogilvy Advertising, Gurgaon
Senior Creative Director: Jossy Raphael
Associate Creative Directors: Jonathan George, Kushager Tuli
President & Branch Head, Ogilvy North: Kapil Arora
Senior Vice President - Account Management: Vishwajeet  Rana
Vice President - Account Management: Kabir Baidwan
Account Director: Aditi Sobti
Group Account Manager: Sanjana Arora
Planning Director: Prashant Halbe