CONTRACT ADVERTISING WINS BMW INDIA CREATIVE MANDATE

Contract Advertising India has secured BMW India’s integrated creative mandate after a competitive pitch. The agency will lead mainline and digital brand communications, focusing on strategic, insight-led storytelling for luxury consumers. Both companies expect the partnership to strengthen BMW’s market positioning and deepen engagement with India’s growing base of digitally savvy premium buyers.  

Contract Advertising India has won the integrated creative mandate for BMW India, marking a significant development in the country’s luxury automotive communications landscape and underscoring the growing importance of cohesive brand storytelling in high-end consumer segments. The win comes after a competitive multi-agency pitch process that brought together several of India’s leading advertising and creative firms vying to handle the German marque’s communication duties. For Contract, the mandate represents both a strategic addition to its portfolio and a high-profile opportunity to shape the narrative of one of the world’s most iconic luxury car brands in a rapidly evolving Indian market.

Under the new arrangement, Contract Advertising India will oversee the development and execution of integrated brand communications for BMW India across both mainline and digital platforms. This includes campaign strategy, creative development, and digital storytelling tailored specifically to the expectations, lifestyle preferences, and purchase motivations of luxury automotive consumers in India. The move aligns with a broader shift within the segment, where brands are increasingly leaning on digital-first narratives to reach younger, more digitally native audiences who see luxury not just as a badge of status but as an expression of identity, experience, and aspiration.

Rohit Srivastava, chief strategy officer at Contract Advertising India, expressed pride in securing the mandate and emphasised the global stature and innovation-led legacy of BMW as a brand. “We are delighted to welcome BMW India to our portfolio. BMW is not just an iconic brand but a global benchmark for excellence in design, performance, and innovation. Securing this mandate is a matter of immense pride for us, and we look forward to creating distinctive, future-facing brand communication that accelerates BMW’s journey in the luxury automotive space and builds deeper connections with Indian consumers,” Srivastava said. His comments reflect both the creative ambition and strategic rigour expected from an agency tasked with elevating brand communication in one of the world’s most competitive luxury categories.

From BMW’s perspective, the partnership underscores a conscious pivot toward more agile, insight-driven marketing that resonates with contemporary audiences. Vitesh Barar, director of marketing at BMW India, noted that the decision stemmed from Contract’s demonstrated understanding of the brand’s values and long-term ambitions. “At BMW India, we continuously evolve to ensure our brand resonates with consumers. Contract Advertising India demonstrated a deep understanding of our brand values, long-term business ambitions, and the expectations of today’s luxury consumer. Their strategic insight and creative vision stood out, and we are confident that this partnership will elevate BMW India’s brand communications to new heights,” he said.

Barar further elaborated on BMW India’s broader ambition in the market, highlighting both relevance and resonance as strategic priorities. “BMW India stands as one of the country’s foremost luxury automotive brands, renowned for its excellence in performance, innovation, and driving experience. With this new partnership, we aim to further strengthen our position in the Indian luxury automotive segment and engage more meaningfully with a new generation of digitally savvy consumers, ensuring our brand remains relevant and aspirational in a rapidly evolving market,” he added.

For the Indian luxury automotive category, the timing of the partnership is notable. The segment has seen robust growth fueled by rising disposable incomes, increasing exposure to global brands, and a shift in the cultural meaning of luxury—from possession to experience. Digital platforms have become critical spaces for discovery, evaluation, and engagement, especially among younger buyers who are shaping new consumption patterns. In this environment, integrated creative partnerships such as the one between BMW India and Contract Advertising are increasingly central to how brands maintain market leadership, shape consumer perception, and build affinity beyond traditional advertising touchpoints.