The Campaign

Since Mercedes-Benz, follows a corporate philosophy of ‘best keeps leading’ and decided to join the movement of 'Make in India' we used quintessentially Indian art forms, which originated and are practiced only in India. Madhubani, Pattachitra and Warli painting styles, deeply-rooted in Indian culture became the perfect fit. We used these styles which originated in various regions of India like Mithila region of Bihar, Odisha and Maharashtra. These paintings illustrate the daily assembling and manufacturing process in the plant and the joy of handing over a made in India model. These were turned into promotional give ways to Mercedes family members and to owners who took the delivery of their new Mercedes 'Made in India' model, during the campaign period.

Creative Execution

In creating the artwork, we collaborated with artists known as Chitrakaras and used their craftsmanship. We combined their skills and the idea, to bring alive the making process of the car. Each painting was carefully made with hand on a 5ft X 7ft canvas, and then digitally copied to reproduce across various mediums. These were turned into promotional give ways to Mercedes family members and to owners who took the delivery of their new Mercedes 'Made in India' model, during the campaign period. We used these styles which originated in various regions of India like Mithila region of Bihar, Odisha and Maharashtra. These paintings illustrate the daily assembling and manufacturing process in the plant and the joy of handing over a made in India model. From adding a screw as an earring to finishing a border with tyre marks.

Indication of how successful the outcome was in the market

- The campaign showcased Mercedes-Benz’s support towards the government’s developmental policies and built the brand philosophy of ‘best keeps leading’. - Increase in brand affinity as the campaign appealed to Indian values. - 30% increase in new enquiries - 28% increase in footfalls - Mercedes-Benz defended its position as the bestselling premium brand, while catering to the Indian sensibilities.