Since Mercedes-Benz, follows a corporate philosophy of ‘best keeps leading’ and decided to join the movement of 'Make in India' we used quintessentially Indian art forms, which originated and are practiced only in India. Madhubani, Pattachitra and Warli painting styles, deeply-rooted in Indian culture became the perfect fit.

We used these styles which originated in various regions of India like Mithila region of Bihar, Odisha and Maharashtra. These paintings are used to depict daily lives, mythological stories and folk lore. We chose one style to illustrate the daily assembling and manufacturing process in the plant. Another style depicted the joy of handing over a made in India model. And the third one brought to live the factory, where the cars are made. The Indian consumers are well versed with these art forms and hence appeals to their Indian sensibilities.

In creating the artwork, we collaborated with artists known as Chitrakaras and used their craftsmanship. We combined their skills and the idea, to bring alive the making process of the car. We organically integrated the idea and the painting styles, while remaining true to its essence. Each painting was carefully made with hand on a 5ft X 7ft canvas, and then digitally copied to reproduce across various mediums.

We used the Pattachitra style to depict scenes of workers assembling various car parts keeping its original folk elements in mind.

Warli paintings elements were used to create various car parts like engine, wind screen, pistons, tyres, etc and illustrated Warli figures assembling the car in the plant.

In Madhubani style the structure was borrowed to give it the look and feel of the art form. From adding a screw as an earring to finishing a border with tyre marks.

- The campaign showcased Mercedes-Benz’s support towards the government’s developmental policies and built the brand philosophy of ‘best keeps leading’.

- Increase in brand affinity as the campaign appealed to Indian values.

- 30% increase in new enquiries

- 28% increase in footfalls

- Mercedes-Benz defended its position as the bestselling premium brand, while catering to the Indian sensibilities.