BMW has successfully launched its all new BMW 3-Series' Ultimate 3 ad campaign across all possible media in the country. The campaign, which focuses extensively on the buyers in India, has been produced indigenously to tune with the pulse of Indian audience, and projects the idea of 'Superior by Evolution'. Going by the company statement, the campaign really worked wonders, as the new model managed to garner over 500 booking orders much ahead of its launch on July 27th, 2012.
The advertisement campaign of the German car marque happens to be the first one by the company since the commencement of its operations in India back in 2007. At a time, when all other Television Commercials (TVC) are focussing upon the sportiness of models, the new TVC by the car maker is centred around the needs of Indian drivers. The campaign projects the new BMW 3-Series as a leader in a competitive market which has been constantly expanding over the recent years. This all new TVC displays the whole history and the evolution process of the new model. Its tagline, 'Superior by Evolution' successfully showcases the brand's attitude which involves constantly improvising to be the best in the class and be future-ready.
Earlier, the all new BMW 3-Series was launched by the legendary cricketer, Sachin Tendulkar on July 27th, 2012. The model is being offered in both petrol and diesel variants in the price bracket of Rs. 28.90-37.90 lacs.
At the launching ceremony, Tendulkar said, “I drove this car this month in London. It felt incredible. To me above all being a car enthusiast, safety is also equally important. I am really impressed. It is absolutely stunning and the interiors are unbelievable. It has got a lot of space. Compared to the earlier ones, this is far more spacious.” The 'Master Blaster' has also been signed on by the German car maker to be its brand ambassador. Commenting on this, Tendulkar added, “My association started way back in 1993 when I bought my first BMW. Since then I have had many cars from the BMW stable. My children and my wife are big fans of BMW.”
Tendulkar happens to be one of the biggest auto aficionados in the country and has several big labels in his garage including Ferrari and BMW. Clarifying his association with BMW, the top cricketer stated, “When you talk about a brand like BMW, you don’t think twice. You know that you are going to get amazing quality, comfort and above all, perfect safety.”
Notably, BMW has been facing some turbulent times owing to its compatriot Audi in the Indian market. The latter managed to beat BMW to grab first spot for the first time in three years, in the month of June, following the success of its Q3 crossover model. However, BMW now seems to be retaliating quite well as is evident from its recent attempt to connect with the Indian buyers through its country specific campaign. The smartness of the car maker definitely deserves applause, now that it has signed Sachin Tendulkar as its brand ambassador in a nation, which eats, sleeps and breathes cricket. BMW is also planning to launch four more new models in India in the coming 4-5 months; now, it waits to be seen how far the auto giant manages to live up to the expectations of the Indian market.
