BMW India names Contract Advertising India as creative partner
BMW has always represented progressive luxury, driving pleasure, and individuality. With DRIVE YOUR MATCH, we move the narrative beyond car ownership to self-expression.
Marketing Moments
BMW India has appointed Contract Advertising India, part of the VML network under WPP, as its new creative agency, replacing Rediffusion.
Rediffusion had been handling BMW India’s creative, digital, strategy, and dealer communications since 2022, operating from its Delhi office.
BMW India and VML have unveiled the brand’s latest campaign, DRIVE YOUR MATCH, signalling the beginning of their collaboration. The campaign marks a shift from product-led communication to a more individual-focused approach, presenting BMW vehicles as personal extensions of consumers’ personalities, ambitions, and lifestyles, while continuing to underline the brand’s premium and forward-looking positioning. Speaking on the campaign, Vitesh Barar, Director – Marketing, BMW India, said the brand is focused on building deeper emotional connections with its audience. “BMW has always represented progressive luxury, driving pleasure, and individuality. With DRIVE YOUR MATCH, we move the narrative beyond car ownership to self-expression. The campaign highlights the strong personal bond our customers share with the brand, while showcasing the breadth of our portfolio in a distinctly premium manner,” he said.
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Barar further noted that in a market like India, where aspirations are becoming increasingly individualistic, the campaign reinforces BMW’s role as a partner in each customer’s unique journey.
Contract Advertising India Pvt. Ltd. is part of WPP’s VML network (earlier Wunderman Thompson) and functions as a full-service agency, headquartered in Mumbai with offices in Delhi and Bengaluru. The agency offers integrated traditional and digital creative services through verticals such as DesignSutra, iContract, and Core Consultancy. On the media side, BMW India continues to be serviced by Lodestar UM, which retained the brand’s integrated media mandate in 2022 after a multi-agency pitch.
The creative shift comes at a time when competition in India’s luxury car segment is intensifying, with brands sharpening both product offerings and communication strategies to appeal to a more discerning, aspiration-driven consumer base
