MERCEDES-BENZ MARKS 140 YEARS WITH INDIAN ROAD TRIP

Mercedes-Benz has turned its 140th anniversary into a cultural road trip across India, with three S-Class cars named Bertha, Carl and Gottlieb journeying through the country’s landscapes, cities and traditions. Conceptualised by BBDO India, the campaign frames the drive as a homecoming, with Karan Johar and Kiara Advani joining the Mumbai leg.  

Mercedes-Benz India has chosen to celebrate the brand’s 140th anniversary not with horsepower or product launches, but with a journey that places India at the heart of its global storytelling. As part of the worldwide ‘140 Years. 140 Places.’ initiative, three S-Class sedans – affectionately named Bertha, Carl and Gottlieb after the pioneers of the automobile – travelled across India, capturing its diverse landscapes, bustling cities and cultural heritage.  

The campaign, conceptualised by BBDO Group India’s Team X, positions the Indian chapter as a symbolic homecoming. India, one of Mercedes-Benz’s most important markets, becomes a canvas where automotive heritage meets cultural narrative. The drive is not just about showcasing engineering excellence but about weaving the brand into the fabric of India’s evolving identity.  

The journey unfolded across iconic destinations, with the cars traversing highways, heritage sites and urban centres, each location adding a layer of meaning to the anniversary celebration. The campaign film captures sweeping visuals of India’s contrasts – from serene landscapes to vibrant cityscapes – underscoring how the S-Class carries “140 years of innovation” into new cultural contexts.  

Adding star power to the Mumbai leg, filmmaker Karan Johar and actor Kiara Advani joined the convoy, reinforcing the campaign’s blend of luxury, culture and celebrity. Their presence highlighted how Mercedes-Benz continues to resonate with aspirational audiences, bridging tradition and modernity through storytelling rather than conventional advertising.  

By naming the cars after Bertha Benz, Carl Benz and Gottlieb Daimler, the brand pays homage to its founders while symbolically retracing the spirit of invention across new geographies. The India chapter thus becomes more than a marketing exercise – it is a narrative of heritage meeting contemporary relevance.  

For Mercedes-Benz India, the campaign is also a statement of intent. It reflects a shift towards culture-led branding, where the automobile is not merely a product but a participant in broader human stories. BBDO India’s creative framing ensures that the campaign resonates emotionally, presenting the anniversary as a journey shared with communities rather than a milestone observed in isolation.  

The initiative underscores how global brands are increasingly turning to experiential storytelling to connect with audiences. By choosing India as a stage for its anniversary road trip, Mercedes-Benz signals both respect for the country’s cultural richness and recognition of its importance in the brand’s future.  

As the S-Class cars Bertha, Carl and Gottlieb continue their symbolic journey, Mercedes-Benz’s 140th anniversary becomes not just a celebration of automotive history but a narrative of connection, culture and continuity. The campaign demonstrates how heritage can be reimagined through journeys that are as much about people and places as they are about machines.