BMW: All-New 3 Series Launch

This case study describes how BMW, the car manufacturer, protected its status as the top luxury car brand in India amidst tough competition.

BMW: All-New 3 Series Launch

Kanwaldeep Sethi, Vidhu Sagar and Kartik Iyer

Campaign details

Brand owner: BMW IndiaAgency: Carat Media, Isobar, Posterscope and Carat FreshBrand: BMW 3 SeriesCountry: IndiaChannels 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 viralMedia budget: 1 – 3 million

Executive summary

Last year, BMW was...

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