MERCEDES-BENZ TURNS INDIA INTO STORYTELLING CANVAS FOR 140TH ANNIVERSARY

Mercedes-Benz has brought India into the spotlight of its global 140th anniversary celebrations with its ‘140 Years. 140 Places.’ campaign. The initiative takes the flagship S-Class across iconic Indian destinations, blending automotive heritage with culture-led storytelling instead of conventional advertising.

Luxury carmaker Mercedes-Benz is marking 140 years since Carl Benz filed the patent for the world’s first automobile in 1886 by embarking on its most ambitious brand journey to date. As part of the worldwide ‘140 Years. 140 Places.’ campaign, three new S-Class sedans are travelling across six continents, covering 50,000 kilometres and visiting 140 symbolic locations before returning to Stuttgart in October 2026.  

India has been chosen as a central chapter in this global expedition. The convoy enters through Srinagar, moving via Kargil and Leh to Delhi, before continuing through Jaipur, Udaipur, Lucknow, Varanasi, Pune, Hampi and Siliguri. Along the way, the S-Class is positioned not as a product showcase but as a vehicle carrying “140 years of innovation to new heights,” with sweeping visuals of Himalayan roads, bustling cities and historic monuments forming the backdrop of the campaign film.  

Unlike traditional automotive campaigns that emphasise horsepower or specifications, Mercedes-Benz has opted for a travelogue-style narrative. By weaving India’s diverse landscapes, heritage and culture into its storytelling, the company is reframing its anniversary as a celebration of place and people rather than product. The initiative underscores how luxury brands are increasingly turning to culture-led narratives to connect with audiences in more meaningful ways.  

The campaign began in Germany, retracing the company’s origins through landmarks such as the Mercedes-Benz Museum and the former Benz factory, before moving across Europe, South America and North America. In Asia, the convoy has already visited South Korea, China, Japan, Vietnam, Laos, Thailand, Malaysia and Singapore before arriving in India. Each stop is designed to highlight the brand’s legacy while engaging local communities through meet-and-greets, showcases and digital storytelling.  

Christina Schenck, vice president, Digital & Communications and Investor Relations at Mercedes-Benz AG, described the initiative as a way to bring heritage to life: “Our ‘140 Places’ journey will see the new S-Class visiting customers and fans all around the world, bringing the Mercedes-Benz heritage to life in every corner we reach.”  

The campaign is being documented across Mercedes-Benz’s digital platforms, including its community channels and YouTube, with behind-the-scenes content and regular updates from the road. By turning India into a storytelling canvas, Mercedes-Benz is not only celebrating its past but also reinforcing its global identity through culture, connection and narrative.