The theme of the ad is that- All one can say on driving the new Mercedes Benz CLA 45 AMG is ‘Ah My God’. The CLA 45 AMG will be powered by the world’s most powerful four cylinder engine in the form of a 2.0 liter, direct injection turbocharged petrol engine offering 360 PS max power and 450 Nm peak torque. This engine is mated to an AMG SPEEDSHIFT DCT 7 speed sports transmission.
This exciting new TVC is to be aired on TV after 22nd July. This will be soon followed by the print campaign set to reach out to a newer and younger set of buyers in the country even as the company sets out to redefine performance motoring in India.
Mercedes Benz CLA 45 AMG receives a carbon fiber body with aerodynamic bumpers, carbon trimmed interiors and AMG sports steering wheel and gear levers. It will be brought into India via the CBU route and is slated to have a price tag of about INR 70 lakhs.
The tune for the MB India CLA 45 AMG ad has been composed by Mike McCleary, a Mumbai based artist. The good news is that Mercedes Benz India already plans to upload it to iTunes in the near future. We are waiting!
Mercedes Benz captures the spirit of AMG in the first ever Indian TVC with ‘Ah My God’ campaign
Pune: Mercedes-Benz India is all set to launch India’s first ‘Compact Performance Sedan’ the CLA 45 AMG on 22-July, 2014. Attributed as an important 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. The campaign is conceptualized and produced by Mercedes-Benz’s digital agency, CreativeLand Asia.
Globally AMG is synonymous with high performance motoring and cutting edge technological innovations. The Mercedes-AMG brand is the undisputed leaders in racing circuit and the current F1 success is a tribute to the brand’s prowess in performance motoring. In India, the AMG brand has an impeccable stature for introducing high performance cars and enjoys immense popularity among customers, auto aficionados and motoring enthusiasts. The new CLA 45 AMG transports this fascination, perfection and emotion of brand AMG to India’s first “Compact Performance Sedan”.
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 in a simple and relevant manner. This communication has been done by connecting AMG with a creative expression– ‘Ah My God”. This is the strong feeling that current owners or brand enthusiasts get when they get inside an AMG car.
To promote this communication strongly, a TV commercial has been created to communicate ‘Ah My God’ expression, with the CLA 45 AMG being the lead car used in the communication. This conforms the aspirational feeling to ‘Drive and Experience’ the AMG and not just ‘Owning it’. ‘The Ah My God’ has been coined to capture the indescribable feeling of driving the car. 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 in Mercedes-Benz India YouTube channel (http://mb4.me/egwYQN/). This commercial is slated to be aired on television after 22nd of July 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.”
Experience #ThatAMGFeeling with the new CLA 45 AMG commercial
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 be part of the first ever TV commercial of Mercedes-Benz produced in India”.
The ‘Ah My God’ TV Commercial’s music score is by Mike McCleary, a Mumbai based songwriter, composer, performer and producer. He studied Composition and Orchestration at the Wellington Conservatorium of Music and at Victoria University, Wellington. He then worked as a music producer in London at Trident Studios London among other places. Mikey is the talent behind some of the successful and recognizable tracks for India’s biggest advertising campaigns including Vodafone, Coca Cola, Levis and Nestle. Mercedes-Benz India also plans to upload this catchy music score in iStore and also make it available as mobile download.
About Mercedes-Benz India:
Established in 1994, Mercedes-Benz India Pvt. Ltd. pioneered the luxury car market in India and boasts of more than 128 years of cutting edge innovation in the luxury automobile industry globally. With a world class production facility spread over 100 acres in Chakan, near Pune, set up in 2009 and an independent assembly facility for passenger cars; the facility is among the fastest green-field operations ever to be created and is rated among the top most CKD plants of Mercedes-Benz, globally. Mercedes-Benz India product portfolio comprises the locally produced S-Class, E-Class, C-Class, GL-Class and the M-Class. Completely Built Imported cars include the A-Class, CLS-Class, SLK-Class and the luxury tourer B-Class etc. The product portfolio also comprises offering the iconic off-roader G 63 AMG as well as a wide range of other AMG performance cars like the C 63 AMG, E 63 AMG, SLK 55 AMG, GL 63 AMG and ML 63 AMG. Mercedes-Benz India’s strong focus on its four pillars of Products, Network, Cost of Ownership and Brand experiences has led the company’s growth story with a total of 64 outlets located in 36 Indian cities, making brand with the densest network in the luxury segment.
The year 2014 is Mercedes-Benz India’s ‘Year of Excellence’ across the brand, product and services spectrum. Mercedes-Benz started the year 2014 on a high note amidst challenging market dynamics registering a 27% growth in Q1, 2014 and also grew by 47% in FY2013-14 selling 9500+ cars in India. In line with ‘The Year of Excellence’ Mercedes-Benz launched its flagship model the new S-Class in January 2014 in India and followed with the launch of S500 CKD and the S 350 CDI in March 2014 and June 2014 respectively. Mercedes-Benz India celebrated 50000th car roll out with C-Class GRAND EDITION. At the 12th Auto Expo, Mercedes-Benz launched the M-Guard- special protection SUV for the Indian market and also showcased the CLA 45 AMG and the much awaited GLA-Class. The company also launched GL 63 AMG and the ML 63 AMG to present the most powerful SUVs in its segment. Mercedes-AMG also inaugurated three AMG Performance Centers (APC) in Delhi, Bangalore, and Mumbai making it the fastest roll-out of APC’s ever. AMG is also synonymous with race track owing to its superlative performance and next generation research and development. The performance aspect of AMG brand is highlighted at its best on the Formula 1 track. The MERCEDES AMG PETRONAS F1 team is already making its strong presence felt by achieving eight wins including six consecutive one-two finishes in the opening nine races of the 2014 season and also leads strongly both in the constructors and drivers’ standings.
Mercedes-Benz India also emerged as the most awarded luxury automotive brands in 2013, receiving as many as 17 coveted awards from various prestigious automotive media introducing exciting products for the Indian customers. As part of its qualitative network expansion strategy, Mercedes-Benz has already inaugurated 4 new outlets in 2014 at Bhubaneshwar, Raipur, Bhopal and Mohali.