Mercedes-Benz India is all set to launch its CLA 45 AMG compact performance sedan in India on July 22, 2014. The launch is preceded by a 360-degree communication campaign, ‘Ah My God’. The highlight of this campaign is Mercedes-Benz India’s first ever India-specific TVC. The campaign has been conceptualised and produced by Mercedes-Benz’s digital agency, CreativeLand Asia.
With the launch of the new CLA 45 AMG, the brand intends to open up to new target groups and reach out to more people. In order to connect with a larger audience, the ‘AMG’ brand campaign is being communicated in a simple and relevant manner. The creative expression, ‘Ah My God’, is depicted as the strong feeling that current owners or brand enthusiasts get when they get inside an AMG car.
The communication starts with a TVC, 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’.
Watch the ad here...
This commercial is slated to be aired on television after July 22 and a 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. 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.”
Sajan Raj Kurup, Founder and Creative Chairman, Creativeland Asia added here, “‘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’ TVC’s music score is by Mike McCleary, a Mumbai-based songwriter, composer, performer and producer. Mercedes-Benz India also plans to upload this music score in iStore and also make it available as mobile download.