The campaign is Mercedes-Benz’s way of celebrating their label of being the ‘most-awarded-luxury-car-brand-in-India’. Rather than a conventional advertisement based promotion format, Mercedes drivers have hit the road on a convoy to celebrate the achievement one city at a time.
The convoy of cars will be masked in gold foil and will be visiting 23 cities across India in next 45 days. It was flagged off earlier this month by Eberhard Kern, MD and CEO of Mercedes-Benz India after opening their dealerships in Raipur, Bhubaneshwar, Bhopal and their largest dealership so far in Punjab on May 5. The new dealerships are part of Mercedes’ plan to fan out into Tier II and III cities.
The motorcade comprises of A-Class and B-Class hatchbacks along with the E-Class premium sedan and GL-Class luxury SUV. What’s more is that Mercedes will parade their cars themselves as the awards, instead of just showcasing the silverware. The convoy will also be visiting Karnal, Chandigarh, Ludhiana and Jalandhar to celebrate the excellence of the Three Pointed Star.