With Ranveer Singh as its new “Brand Voice” and the locally assembled electric 7 Series, BMW India is refreshing its approach to a younger luxury audience while protecting the exclusivity that defines the brand.

The BMW 7 Series has traditionally been associated with senior executives and chauffeur-driven journeys. So when BMW India unveiled its latest 7 Series range in New Delhi with actor Ranveer Singh arriving in the top-end i7 M70, the choice was significant.

Singh has been appointed BMW India’s “Brand Voice”, beginning with the 7 Series launch. The event also featured a fashion showcase by designer Tarun Tahiliani. The new range includes both petrol and fully electric models, starting at ₹1.95 crore, with deliveries scheduled from October 2026.

BMW India has historically preferred a selective approach to celebrity associations rather than relying on multiple high-profile endorsers. Sachin Tendulkar was associated with the brand for more than a decade, while golfer Shiv Kapur represented BMW through luxury golf events and specialised promotions.

According to Vitesh Barar, Marketing Director, BMW India, Ranveer Singh’s appointment is not about changing the identity of the 7 Series. Instead, it is about updating the face of the brand for a changing luxury market.

A New Generation of Leaders

Barar says the 7 Series continues to represent leadership and ambition, regardless of age.

“The BMW 7 Series is the choice for leaders and visionaries. These qualities are not defined by age,” he says.

At the same time, BMW recognises that India's luxury-car customer is becoming younger. The average age of a BMW customer in India is now around 40. Many are first-generation entrepreneurs who are confident, successful and keen to use their cars as an extension of their personality.

In this environment, Singh represents a new generation of BMW customers.

Barar believes the actor's unconventional personality is supported by years of discipline and dedication to his profession. This connects with the 7 Series launch theme, “Tribute to Dedication”.

Why Ranveer Singh as “Brand Voice”?

BMW has deliberately used the term “Brand Voice” rather than simply calling Singh a brand ambassador. However, Barar says the terminology itself is less important than the relationship between the personality and the brand.

He describes Singh’s role as an extension of BMW that goes beyond traditional celebrity endorsement.

For BMW, authenticity is central. The company considers Singh a genuine automobile enthusiast who understands the emotional side of driving.

His presence also brings cultural relevance to a younger audience while retaining BMW’s core values of innovation, individuality and excellence.

As luxury consumers become younger, more expressive and more interested in experiences, Singh gives BMW a way to strengthen its connection with them without compromising its premium positioning.

Understanding the Modern Luxury Consumer

India's luxury-car market is undergoing a significant shift. According to Barar, today's luxury customer is younger, more self-made and more individualistic than previous generations.

These consumers are digitally connected, globally exposed and increasingly coming from cities beyond India's traditional metropolitan centres.

For them, luxury is no longer simply a reward for financial success. It is increasingly a way of expressing identity, ambition and lifestyle.

They are looking for technology, personalisation, sustainability and flexible ownership options. They also want the freedom to define luxury for themselves — whether that means enjoying the driving experience, being driven, or having both options.

BMW's challenge, therefore, is to make its global identity relevant to Indian consumers without simply copying international campaigns or adding superficial local elements.

Barar says the focus is on understanding Indian ambitions and lifestyles while preserving BMW's distinctive global character.

Connecting With Gen Z

To attract younger consumers, BMW is expanding its presence beyond conventional automotive communication.

The brand is looking at the spaces where younger audiences already spend time, including digital platforms, music, art, fashion, gaming and immersive experiences.

Initiatives such as BMW JOYTOWN and the BMW M Drift Academy are examples of this strategy.

BMW JOYTOWN brings together music and automotive experiences across cities, creating an environment for enthusiasts, families and music audiences. The BMW M Drift Academy, meanwhile, offers enthusiasts the opportunity to learn controlled drifting in a professional and safe environment.

Both initiatives allow BMW to engage with a broader audience without compromising its association with performance and driving pleasure.

Its latest “Drive Your Match” campaign follows a similar philosophy. Rather than positioning BMW as a brand for everyone, the campaign focuses on finding the right BMW for a particular personality and lifestyle. It builds on the earlier “For Every You, There’s a BMW” positioning.

Bringing Cars, Fashion and Culture Together

BMW's collaboration with designer Tarun Tahiliani is part of a broader strategy rather than an isolated partnership.

Barar says BMW sees design, art and culture as natural extensions of the brand rather than separate marketing categories.

The collaboration brings together craftsmanship, innovation and contemporary culture, allowing BMW to participate in conversations that extend beyond automobiles.

The brand expects to explore more partnerships with designers, artists and cultural personalities in the future.

The underlying idea is simple: modern luxury consumers do not experience cars, fashion, art and technology as separate worlds. BMW wants to become more than a vehicle people aspire to own — it wants to become a brand people actively engage with.

A 360-Degree Media Strategy

BMW is also taking a diversified approach to media.

According to Barar, experiential marketing is as important as traditional media. The brand has participated in platforms such as India Art Fair while continuing to engage consumers through social media and other digital channels.

BMW follows a 360-degree media strategy that combines targeted one-to-one communication with high-impact formats such as prominent outdoor advertising.

Rather than relying on one platform, the brand continuously adjusts its channel mix based on consumer behaviour and campaign objectives.

For BMW India, the challenge is therefore not simply to attract younger buyers. It is to remain aspirational and exclusive while becoming more culturally relevant to a new generation.

With Ranveer Singh as its “Brand Voice”, electric products such as the locally assembled 7 Series, and stronger connections with fashion, music, art and experiences, BMW is attempting to make luxury feel more personal — without making it feel less exclusive