BMW: All-New 3 Series Launch

Kanwaldeep Sethi, Vidhu Sagar and Kartik Iyer

Campaign details

Brand owner: BMW India
Agency: Carat Media, Isobar, Posterscope and Carat Fresh
Brand: BMW 3 Series
Country: India
Channels used:Direct marketing, Internet – display, Internet – general, Internet – microsites, widgets, Internet – search, Magazines – business, trade, Magazines – consumer, Mobile and apps, Newspapers, Online video, Other and ambient media, Outdoor, out-of-home, Product placement, Public relations, Social media, Sponsorship – media, Television, Word of mouth and viral
Media budget: 1 – 3 million

Executive summary

Last year, BMW was faced with a dual challenge in India:

  • In the face of aggressive competition from multiple challenger brands, safeguard its No.1 status in the luxury car market in India
  • Ensure that its proposed launch of its flagship model, the All-new 3 Series, received a thunderous response from the market and helped create a bulwark for the franchise.