The India chapter of Mercedes-Benz’s global ‘140 Years. 140 Places.’ campaign follows three S-Class cars across diverse landscapes, cities and cultural landmarks, with BBDO India (team X) bringing the journey to life. Mercedes-Benz is marking its 140th anniversary by taking its global journey across India, bringing the brand’s 140 Years. 140 Places. campaign to the country through a road expedition led by three S-Class vehicles.
Conceptualised by BBDO India (team X), the India chapter follows Bertha, Carl and Gottlieb as they travel through different parts of the country, turning the anniversary campaign into a journey through India’s landscapes, culture, cities and communities. The global expedition spans 140 destinations across six continents and covers 60,000 kilometres. For India, however, the campaign takes a more local approach. Instead of presenting the country simply as another destination on the route, Mercedes-Benz and BBDO India have framed the journey as a homecoming. The campaign connects the three S-Class cars with the history of Mercedes-Benz, tracing the brand’s automotive legacy back to Carl Benz’s Patent-Motorwagen while placing that heritage against the backdrop of contemporary India.
Gottlieb’s route began in New Delhi and took him through Amritsar, Jammu & Kashmir and Ladakh, including a journey through Umling La. The route continued through Lucknow, Varanasi and Patna before extending into Bhutan and eventually returning to Delhi. Bertha and Carl took a different route, travelling through Hampi, Bengaluru and Goa before reaching Mumbai, where the India leg of the expedition came to a close. Mumbai also became the setting for two celebrity-led films featuring Bertha. Actors Karan Johar and Kiara Advani joined the campaign through separate films, each bringing their own perspective to the city.
In Kiara Advani’s film, Bertha becomes her “new bestie” as the two explore different sides of Mumbai, from Old Bombay and its architecture to the city’s skyline and nightlife. The film ends with a Mumbai location sticker being placed on the vehicle.
The Karan Johar-led film similarly uses his association with Mumbai to explore the character and identity of the city, adding another personal lens to Bertha’s journey.
Santosh Iyer, managing director & CEO, Mercedes-Benz India, said: “Mercedes-Benz’s much awaited ‘140 Years. 140 Places.’ world tour is coming to India, celebrating the Three-Pointed Star’s 140 years global legacy of innovation and progress. In India, this world tour aims at capturing the rich cultural tapestry, awe-inspiring architecture, the unique geographical diversities and the unmatched energy and spirit of our customers, who define Mercedes-Benz’s legacy. India is the famed land of tradition and cultural heritage, as much it is for technological innovation and rapid progress – qualities that strongly resemble S-Class’ own distinguished journey over the decades. We are proud to host ‘140 Years. 140 Places’ global journey in India, narrated through our flagship S-Class.” For BBDO India (team X), the focus was on making the Indian leg feel distinct within the larger global campaign.
Josy Paul, chairman & chief creative officer, BBDO India (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.”
With Bertha, Carl and Gottlieb travelling across different terrains and cities, the India chapter brings Mercedes-Benz’s 140-year heritage into a contemporary Indian setting while keeping the S-Class at the centre of the anniversary story.
