MUMBAI – Mercedes-Benz India is all set to launch India’s first ‘Compact Performance Sedan’ the CLA 45 AMG on July 22, 2014. A first for Mercedes-Benz, the ‘Ah My God’ communication campaign will lead to the introduction of the CLA 45AMG in India. The highlight of this campaign is Mercedes-Benz India’s first ever India specific TVC, which was conceptualized and produced by Creativeland Asia.
With the launch of the new CLA 45 AMG, the brand intends to open up to new target groups and reach out to a more people. In order to connect with a larger audience, “AMG” brand is being communicated by connecting AMG with a creative expression– ‘Ah My God”.
With the CLA 45 AMG being the lead car, a TV commercial has been created to communicate ‘Ah My God’, which was coined to capture the indescribable feeling of driving the car. This conforms the aspirational feeling to ‘Drive and Experience’ the AMG and not just ‘Owning it’.
The communication starts with a TV Commercial where viewers are asked, ‘When was the last time you felt something you just couldn’t put into words? This feeling is further drawn parallel by getting behind the wheel of an AMG. It is this indescribable feeling which is put in words, through the expression – Ah My God!
This new television commercial is available on Mercedes-Benz India YouTube channel. This commercial is slated to be aired on television after July 22 and the print campaign will follow subsequently.
Eberhard Kern, Managing Director & CEO, Mercedes-Benz India commented, “Driving Performance is the brand pledge of our performance brand- AMG and we at Mercedes-Benz are all set to redefine performance motoring in India with the launch of the CLA 45 AMG. This compact performance sedan is the latest AMG in India and its immense potential excites us tremendously. The success of our New Generation Cars in India only gives us more reason to believe that, the CLA 45 AMG will fascinate our young customer groups. With this launch, Mercedes-Benz will be pioneering the ‘Compact Performance Sedan’ segment in India, similar to the introduction of ‘Compact Luxury’ in India. As the CLA 45 AMG will reach out to a whole new young customer group, we are launching the ‘Ah My God’ campaign which includes the first-ever India specific TV Commercial. The excitement and buzz already generated in the digital space even before the car’s India launch, is a testimony of the inherent strength of brand AMG and the bright prospect of the CLA 45 AMG.”
Sajan RaJ Kurup, Founder and Creative Chairman, Creativeland Asia, commented, “Ah My God’ is a simple yet self-explanatory expression we have used to deliver the power of the CLA 45 AMG. We are excited to have been able to create the first ever TV commercial of Mercedes-Benz produced in India.”
The ‘Ah My God’ TV Commercial’s music is an original score by Mike McCleary, created in his New York Studio.
Credits
Client (Brand) : Mercedes-Benz India
Agency: Creativeland Asia
Creative Chairman: Sajan Raj Kurup
Executive Creative Director: Anu Joseph
Creative Director : Sreekumar Puthanveetil
Copywriters : Sreekumar Puthanveetil, Mehul Prajapati
Art Director: Bryan Elijah
Planning: Priyanka Kurup
Account Management: Harshad Lad, Sejal Shrotri
Music Director: Mikey McCleary
