Dial M for a Joyful weekend

A weekend launch of the BMW M340i xDrive and the XM along with music, dance, and beer. Well, dip my hands in glee

- Sumesh Soman

BMW JOYFEST HAS A REPUTATION for being one of the most happening festivals out there. One that has people spoilt for choice as regards entertainment while pampering the enthusiast as well. This time the BMW Joyfest has been changed to Joytown and the festival was being used as a backdrop for the launch of the 2023 BMW M 340i and the all-new XM. So, when my boss asked me to go to New Delhi for the event, it was a double whammy for me. Especially this time around, Delhi is at the onset of winter and yours truly was brought up in Delhi. My flight landed at the Indira Gandhi Airport with the captain announcing the outside temperature at 16 degrees Celsius. Sweet music that was to my ears.

As I arrived at the Jawaharlal Nehru Stadium, the open area was set up to the brim with interactive activities and the entire BMW fleet on show across the festival. It was the holy grail of festivals for someone who is a genuine enthusiast and a fan of the brand.

The festival got underway with the launch of the BMW S 1000 RR and, soon thereafter, that of the M340i, followed by the all-new XM. Since these launches took place one after the other and further apart from each other in the open area, the media and the early participants had to do a brisk walk before they could let themselves loose in the festival.