Commenting on the 3 Series, Dr. Andreas Schaaf, President, BMW Group India said: "The all-new BMW 3 Series is a vehicle that has an unbeatable profile and is born from pioneering technology, a beautiful design and a lot of passion. In addition to the powerful performance and increased efficiency, the all-new BMW 3 Series offers unparalleled comfort and space. Since its inception, the BMW 3 Series has been the undisputable leader in its segment and there is no doubt that the sixth-generation of the BMW 3 Series will surpass the magnificent success that its predecessors received. The new BMW 3 Series will establish a new benchmark in the Indian luxury car segment and contribute to BMW's winning streak in India."
Showtime has worked with BMW before on many of its key events, which has given them a fairly detailed understanding of the brand, its market dynamics and its stringent adherence to high quality standards across the globe. Showtime won the mandate for this event on the basis of a multi-agency pitch. The agency credits the win to Showtime's overall understanding of the brand and the resultant ideation for the launch.
Since the 3 series is a sixth generation car, coming from a long lineage of evolution, the brand proposition of ‘Superior by evolution' was arrived at. To effectively portray this, a marquee was set up displaying BMW's entire range of vintage cars leading up to the current launch models. Guests were explained the lineage of these cars and then taken to the main event area, where a heritage film was screened for them to drive home the point of the illustrative heritage.
The sports and the luxury variants of the 3 Series were then launched using 3D projection mapping, which showed the cars moving through different settings while actually being static. Speaking about the launch, Reeva Johal Lal, AVP Client Relations, Showtime Events said: "When you work with a brand that has a heritage like BMW, it's always challenging. We had to present the 6th generation of the iconic 3 Series and launch two variants at the same time. The answer lay in creating a compelling experience using technology and some good old fashioned creativity."
The BMW 3 Series receives a fresh and contemporary face that interprets the iconic features of classic BMW design in a new way. It is the first model to feature the striking new design language; with classic BMW double round headlights, now topped off by 'eyebrows', reaching the edge of the kidney grille. The BMW 3 Series is available in two exclusive design schemes - Sport Line and Luxury Line. The Sport Line comes with sporty styling and interiors while the Luxury Line, as the name indicates, comes with elegant contours and luxurious features. The sedan is available in a diesel (BMW 320d) and petrol variant (BMW 328i). Both models are available in Alpine White and Melbourne Red as non-metallic colors; and Black Sapphire, Glacier Silver, Havanna, Imperial Blue Brilliant Effect and Mineral Grey as metallic colors.