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Mercedes set to make you moan ‘Ah My God’ with CLA 45 AMG

The campaign, conceptualised by Creativeland Asia, is the first India-specific TVC by Mercedes. It has been released on YouTube first and is slated to air on television after the launch of the car on July 22

BestMediaInfo Bureau | Mumbai | July 14, 2014

Mercedes-TVC Click on the image to watch the TVC.

Along with the launch of the new CLA 45 AMG ‘Compact Performance Sedan’ on July 22, Mercedes Benz India will soon hit the screens with its first India specific television campaign. The campaign, named ‘Ah My God’, is currently available on the brand’s YouTube channel and it is slated to air only after the launch of the car in India.

The campaign has been conceptualised by Creativeland Asia and aims to showcase the performance, presentation and power of the new CLA 45 AMG car. Globally, AMG is synonymous with high performance motoring and cutting-edge technological innovations. The Mercedes-AMG brand is the undisputed leader in the racing circuit and its 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’.

Sajan Raj Kurup Sajan Raj Kurup

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 that has been produced in India.”

With the launch of the car, the brand intends to open up to new target groups and reach out to more people. AMG 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 and brand enthusiasts get when they get inside an AMG car.

The TVC has been created to communicate the ‘Ah My God’ expression, with the CLA 45 AMG being the lead car used in the communication. This conforms to the the aspirational feeling of ‘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 TVC shows viewers being asked, ‘When was the last time you felt something you just couldn’t put into words?’ The indescribable feeling when one gets behind the wheel of an AMG is expressed with ‘Ah My God’. The company also plans to upload the catchy music playing in the background on iStore and also make it available as a mobile download.

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. The excitement and buzz already generated in the digital space even before the car’s India launch is testimony of the inherent strength of brand AMG and the bright prospect of the CLA 45 AMG.”

The TVC:



Brand: Mercedes-Benz India

Agency: Creativeland Asia

Creative Chairman: Sajan Raj Kurup

Executive Creative Director: Anu Joseph

Creative Director: Sreekumar Puthanveetil

Copywriters: Sreekumar Puthanveetil, Mehul Prajapati

Art Director: Bryan Elijah

Planning: Priyanka Kurup

Account Management: Harshad Lad, Sejal Shrotri

Music Director: Mikey McCleary

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