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BMW India invites pitches for creative mandate
With Rediffusion as incumbent, BMW India seeks fresh agency partnership following its highest-ever annual sales in 2024.
In 2022, BMW appointed Rediffusion as its creative and Lodestar UM as its media agency. (Representational image via Unsplash)
BMW India has initiated a review of its creative agency partnership and is inviting pitches as part of a strategic realignment, the company confirmed to Storyboard18. The move comes on the heels of the company's record-breaking performance in 2024, where it achieved its highest-ever annual car sales.
Rediffusion currently handles BMW India's creative duties. The review signals BMW's intent to reassess its marketing strategies to align with its evolving business objectives.
In 2022, BMW appointed Rediffusion to work on its brand strategy, creative, digital and dealer support communication. The business is being handled by Rediffusion Delhi. In the same year, Lodestar UM won and retained BMW India's integrated media duties following a multi-agency pitch. The agency is responsible for all of BMW India's media activities, including mainline, digital, out-of-home, events, and special projects. The agency's Gurugram office is handling the account, at present.
In 2024, BMW Group India reported a total of 15,721 car deliveries, marking an 11% increase over the previous year. This included 15,012 BMW units and 709 MINI units. The company's motorcycle division, BMW Motorrad, also posted robust figures with 8,301 units sold.
BMW's electric vehicle (EV) offerings contributed to its success, with 1,249 fully electric BMW and MINI cars delivered in 2024. The BMW i7 emerged as the top-selling EV in its segment, underscoring the company's commitment to sustainable mobility.
Financially, BMW Group India's consolidated net profit surged by 52% year-on-year to ₹311.74 crore in FY24, with total income rising by 54% to ₹9,403.91 crore. This growth was attributed to high demand for luxury cars and successful new product launches.
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