MxMIndia

Tag: Mercedes Benz

  • Prior to joining iProspect India, he was Client Lead at Wavemaker India

    iProspect India ropes in Anil Kotian as AVP – Client Servicing

    By A Correspondent

     

    iProspect India has roped in Anil Kotian as AVP – Client Servicing. He will be based out of Mumbai and will report to Rubeena Singh, CEO, iProspect India. As AVP – Client Servicing, his chief mandate will be to help drive strategy for iProspect clients.

     

    Prior to joining iProspect India, he was Client Lead at Wavemaker India where he handled clients such as Mercedes Benz – Daimler AG, Rolex GA, Singapore Tourism Board, Infiniti Retail – Croma, First Cry, IDFC Bank, Reliance ADAG, ASUS India and many more.

     

    Commenting on the appointment, Singh said: “We are excited to have somebody with the calibre of Anil in our team. Given his diverse experience, I believe, he will add a lot of value to our clients’ business. With him on board, we look forward to strengthening our core team and keep up the growth momentum.”

     

     

  • Mercedes Project X – The Winner’s way – a unique branded content initiative involving five music maestros of India on one platform

    MEC India engineers a musical content collaboration for Mercedes Benz

    By A Correspondent

     

    MEC India has collaborated with Mercedes Benz and music maestros – AR Rahman, Shubha Mudgal, Ranjit Barot, Salim Merchant and Amit Trivedi to unveil the winner’s anthem, “Khushnuma” at the Auto Expo.

     

    Mercedes Benz has completed 20 successful years in India and is celebrating its ‘Winning’ moment this year. The anthem and its accompanying music video were premiered at the Auto Expo 2016 on February 3rd for an exclusive guest list, amidst a stunning line-up of cars from Mercedes Benz. It is a first ever collaboration between eminent musical artists like A R Rahman, Salim Merchant, Shubha Mudgal, and Amit Trivedi, blending their signature styles into one melodious track, led by Ranjit Barot.

     

    Sharing his views on this content collaboration, Kumar Sinha, National Head (Content), MEC India said, “MEC has been associated with Mercedes Benz in creating unique content ideas & associations beyond traditional marketing activities, to strengthen the equity of the brand. Music in India has a rich heritage and a wide appeal. Combining this special music composition with an engaging audio-visual story has created a memorable piece of content for the brand.   The journey of overcoming challenges, flourishing and ultimately carrying that success home is captured in the music video. It’s the celebration of an individual’s quest for excellence.”

     

  • Behind every great commercial is super strategy. MxMIndia brings you the brief and the strat as given by the client and whatever else that went into creating a winning ad.

    AdStrat: Mercedes Benz – Pillows

    Ambareesh Chakraborty, Creative Director, RK Swamy BBDO

     

    1. Name of the Campaign: Pillows

     

    2. Research insights: Pillows

    Sleep can suddenly steal upon anyone while driving. We wanted to dramatise its stealthy appearance through the analogy of the pillows and drive home the fact that the New Attention Assist on the Mercedes Benz will detect any such tendency to sleep and prompt the driver to take a break, an important and thoughtful feature from a brand that has pioneered most of the safety features extant in the automotive world today.

     

    3. The Brief:

    The task was to make potential customers realize that even though sleep can strike at any time and without warning while driving; the Attention Assist Feature on Mercedes Benz E-Class cars has been designed to tackle just this.

     

    4. The thought process behind the creative:

    Make potential customers realize the stealthy nature of sleep. This was done through the sudden conversion of the road marks into pillows. Let the visual cue the problem and have the copy simply state the solution.

     

    5. Media vehicles chosen: Print

     

    6. Key issues kept in mind while executing the ad:

    It should look premium, and be noticeably different in the way it delivers the message. It should be understated in tone, in keeping with the image of the brand.

     

    7. Does the treatment do justice to the brief:

    Yes, it deals with the problem in a different way. The restrained tone of voice of the Mercedes Benz brand has been maintained. The look is premium and is capable of intriguing a reader.

     

    8. What according to you is the differentiating factor about the ad:

    It is simple, yet unusual. It does not have a crash scene, or a man drooling off to sleep, or a shiny car in it, and yet the tone of the ad is Mercedes Benz.

     

    9. Market and client feedback: Not yet available.

     

    AdStrat appears every Monday. Compiled by Shubhangi Mehta.

     

  • UTV Stars and People present ‘The Mercedes Benz Best Dressed Show 2011’.

    UTV Stars to do catwalk show with People

    By A Correspondent

    After a successful launch, UTV Stars – The Official Channel of Bollywood has announced its partnership with People magazine for ‘The Best Dressed Show 2011’.

    The event will see an exclusive fashion show by ace designer Manish Malhotra. Walking the ramp as the showstopper will be actress Priyanka Chopra, who will also feature on the cover of the annual issue of People magazine, featuring the Best Dressed People of the year. The event is sponsored by Mercedes-Benz, World Gold Council, Teachers Origin, Schwarzkopf, Vero Moda and Jack&Jones. This association marks the beginning of a long-term partnership with People for more such on-ground initiatives.

    Commenting on the association, Mr Nikhil Gandhi, Business Head, UTV Stars said, “UTV Stars has been able to etch a strong mark in the Bollywood, lifestyle and fashion space in a very short time. It has an urban upmarket appeal  and we have already tied up with like minded partners to make the 360 degree experience more holistic and true to the brand. I am happy to announce this association of UTV Stars with People magazine for the Best Dressed Show as out first such initiative among many others planned in the coming year”.

    Now in its third year, the India edition of People magazine is one of the fastest growing magazines across genres. Says Mr Indranil Roy, President, Outlook Group, “People magazine’s internationally acclaimed titles like Best Dressed, Sexiest Man Alive, Most Beautiful are getting very popular among celebrities and with readers in India. The ‘Mercedes Benz Best Dressed Show’ is our endeavour to popularize these titles further. We’re glad to partner with UTV Stars and amplify this property on national television.”

    UTV Stars now plans to extend its 360-degree presence with many such associations and prominent on ground properties. The brand has already initiated Advertiser Funded Properties, providing advertisers customized solutions and communication packages on air, on ground, on mobile, web, digital etc.