Mercedes drives 140-year legacy campaign across India, Samsung needles Apple

Mercedes-Benz has brought its global 140th anniversary expedition to India as part of its “140 Years. 140 Places.” campaign. The India chapter, conceptualised by BBDO India’s Team X, follows three S-Class vehicles — Bertha, Carl and Gottlieb — as they travel across the country.

The global expedition covers 140 destinations across six continents and spans 60,000 kilometres. For its India chapter, the campaign frames the journey as a homecoming rather than just another stop, highlighting the country’s people, culture, landscapes and cities. The campaign traces the brand’s history to Carl Benz’s Patent-Motorwagen, widely recognised as the world’s first automobile.

Josy Paul, Chairman & Chief Creative Officer at BBDO India’s Team X, said: “We didn’t want India to be just another destination on a 140-year global journey. We wanted it to feel like a homecoming. Through Bertha, Carl and Gottlieb, we celebrated the people, places and spirit that make India unique, bringing Mercedes-Benz’s global legacy to life through a distinctly Indian lens.”