Wednesday, August 29, 2007

Warhol's BMW

BMW has decided to sell art not car in India, Ha. Well, not exactly. As part of their marketing strategy, BMW is promoting 'Art Cars,' the works by great artists like Andy Warhol and Roy Lichtenstein to attract the right audience. For a brand that believes 'Ideas are everything' this is a must attend event for both car enthusiast and art lovers.

Question that arises in my head, why did they feel it makes sense to bring art lovers and car enthusiasts together? Will car enthusiasts feel inspired by the art or will art lovers book the car? Whatever.

I think it is a brilliant platform to bring together the right target audience and experience a brand. Brand engagement is the new operating tool for marketers in India. In this case its about being true and relevant to the BMW values of 'Inspiring Ideas.'

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