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Mercedes-Benz E-Class celebrates 20 years in India

Creativeland Asia has conceptualized an intriguing campaign with the tagline ‘Wish Upon A Star’

BestMediaInfo Bureau | Mumbai | March 18, 2016


The iconic Mercedes-Benz E-Class, which completes 20 years in India, is perhaps, as coveted today, as it was 20 years ago. It certainly is among the highest selling luxury sedans in India. The company has launched a rather intriguing advertising campaign, with a tagline, ‘Wish Upon A Star’, to celebrate the two decade long presence of the Mercedes-Benz in the Indian market.

Conceptualized by Creativeland Asia, the campaign strives to spread the fascination associated with the E-Class, not just among its patrons and potential customers, but also the millions of fans of the luxury sedan across the country. An innovative mobile invitation has gone out, which recipients can only read if they hold their smart phones up towards the sky.

The mobile invite has already generated a lot of buzz and Mercedes-Benz fans have been sharing it with friends on social media and even on WhatsApp.  The ‘Wish upon a Star’ campaign urges its audience to make wishes around the E-Class. A wish can be made on a digital app, a dedicated microsite, or even at specially created wishing booths across dealerships. The most heartfelt and unique wishes stand a chance of being fulfilled.

The campaign has become an instant hit. Unmetric, a social media intelligence firm, rated Mercedes-Benz India as one of Asia’s top-performing brands on social media, within a week of the launch of the campaign.

Roland Folger, Managing Director and CEO, Mercedes-Benz India, said, “The E-Class is the first luxury car to be made in India and over these 20 years have defined the entire luxury segment.  Being a key product in our product offering in India, 20 years of the E-Class in India presented the right occasion for us, to create a campaign that touches the heart of the customers, in a way that has never been done before.”

“Wish upon a Star campaign was created keeping in mind the fascination surrounding the E-Class and its strong customer preference. We are very excited with this unique concept and the execution of the Wish Upon a Star campaign,” Folger went on to say, adding, “and we are overwhelmed with the response that we have been receiving from our customers and enthusiasts. The campaign beautifully represents the brand ethos of Mercedes-Benz which aims at winning the customers’ heart.”

Sajan Raj Kurup Sajan Raj Kurup

Sajan Raj Kurup, Founder and Creative Chairman, Creativeland Asia, said, “Two years into partnership with Mercedes-Benz India Limited we have seen the brand reaching the number one position in the luxury automobile market. Dominating the social media platform for engagement against its competition.”

“When we were briefed that E-Class will be completing 20 years in India, Creativeland proposed a campaign #Wishuponastar, where the entire nation can wish around the E-Class. We are glad the campaign has received a great response and it is even better to see via the videos and text messages posted on the website how India sees the tristar and what it means to them. It is also a strategic move to have this campaign come out at the right time, while we lead the market it will be great to see the nation wishing upon a star. This three-month campaign is currently in its initial phase,” Kurup added.

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