BMW India has appointed VML’s Contract Advertising India as its new creative agency, marking a strategic shift in its marketing and communication approach. The move follows a review of the brand’s creative business, previously handled by Rediffusion since 2022.
Rediffusion had managed BMW India’s strategy, creative, digital, and dealer support communication over the past three years from its Delhi office. The transition signals BMW India’s intent to realign its agency partnerships as competition in the luxury automobile segment intensifies and consumer aspirations become more individual-driven.
Contract Advertising India Pvt. Ltd., part of WPP and operating under the VML network (formerly Wunderman Thompson), is a full-service agency headquartered in Mumbai, with offices in Delhi and Bengaluru. Its capabilities span traditional and digital creative services through verticals such as DesignSutra (design), iContract (digital and social), and Core Consultancy (brand and go-to-market consulting).
The new partnership has already led to the launch of BMW India’s latest campaign, Drive Your Match. The campaign marks a shift from product-led messaging to a more personalized narrative, positioning BMW vehicles as extensions of customers’ personalities, lifestyles, and aspirations rather than mass luxury offerings.
Vitesh Barar, Director – Marketing, BMW India, said the campaign aims to deepen emotional engagement with consumers by celebrating individuality and the personal connection customers share with the brand. In a market like India, where luxury is increasingly defined by self-expression, the campaign reinforces BMW’s positioning as a partner in individual journeys.
On the media front, BMW India continues to be serviced by Lodestar, which retained the brand’s integrated media mandate in 2022.
The creative rejig comes at a time when BMW India is narrowing the sales gap with market leader Mercedes-Benz. In 2025, BMW recorded its highest-ever annual sales, underscoring the brand’s renewed focus on communication as a key growth driver in India’s competitive luxury car market.
