‘Ah My God’, says Mercedes-Benz as it unveils first ever India specific campaign

15 Jul,2014

By A Correspondent


On the eve of the launch of its compact sedan – CLA 45 AMG – next week, luxury car maker Mercedes-Benz India has announced the launch of its ‘Ah My God’ communication campaign in India. The highlight of this campaign, conceptualised by Creativeland Asia, is that it is the first ever India specific TVC that has been launched by Mercedes-Benz.


Globally AMG is synonymous with high performance motoring and cutting edge technological innovations. 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.


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, “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.


‘The Ah My God’ communication 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!


Eberhard Kern, Managing Director & CEO, Mercedes-Benz India commented, “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.”


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 have been able to create the first ever TV commercial of Mercedes-Benz produced in India.”


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