Gurugram: In a bold move redefining digital storytelling in the automotive sector, BMW India, in collaboration with Interactive Avenues and VDO.AI, has launched a series of interactive Connected TV (CTV) campaigns that bring together luxury, innovation, and immersive viewer experiences. The campaigns, executed across premium CTV environments, showcased two of BMW’s signature models — the New BMW 2 Series Gran Coupé and the BMW X3 — through action-driven, interactive formats designed to engage today’s premium, digitally native audiences.
Unlike traditional video formats, these campaigns enabled users to interact directly with the ads using their TV remotes, adding a layer of personalised engagement to the viewing experience. The BMW 2 Series Gran Coupé campaign featured an interactive carousel, while the BMW X3 ad introduced a dynamic backdrop seamlessly integrated with interactive elements, turning brand exploration into a visually immersive and user-driven experience.
Powered by VDO.AI’s proprietary CTV technology, the campaigns ran across high-intent households and premium media platforms, reinforcing BMW’s positioning as a pioneer in performance, design, and consumer innovation in the Indian market.
“At BMW India, pushing boundaries is at the heart of everything we do, whether we’re building cars or creating memorable experiences,” said Vitesh Barar, Director – Marketing, BMW India. “This collaboration with VDO.AI has redefined how we approach awareness campaigns. By making them more interactive and intuitive, we’ve been able to connect with audiences in meaningful new ways. As CTV cements its role in luxury content consumption, this platform enables BMW to continue leading the way.”
Arjit Sachdeva, Co-founder and CTO of VDO.AI, added, “Partnering with a forward-thinking brand like BMW has been a truly rewarding experience. Together, we’ve redefined what CTV can deliver in India, elevating viewing into discovery and transforming campaigns into immersive, memorable brand journeys through our interactive technology.”
Anjani Sankhyan, Associate Vice President, Interactive Avenues, commented, “We are proud to have been part of a project that blended luxury and technology so seamlessly. With CTV rapidly establishing itself as the new prime-time for sophisticated audiences, this campaign successfully captured attention, fostered memorability, and elevated BMW’s digital presence.”
The success of this campaign underscores the growing importance of CTV as a performance-driven, brand-building platform in India’s evolving media landscape. It also highlights how luxury brands like BMW are embracing next-gen digital formats to deepen consumer engagement and stay ahead in a competitive marketplace.
