Spikes Asia

Made in India

CREATIVELAND ASIA, Mumbai / MERCEDES BENZ / 2018

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Overview

Entries

Credits

Overview

Background

Make in India, a type of Swadeshi movement was launched by the Government of India to encourage companies to manufacture their products in India. Mercedes-Benz, India’s largest luxury carmakers follow a corporate philosophy of ‘best keeps leading’ decided to join the movement. The company remained true to its philosophy and decided to build cars locally.

The brief was to highlight that, Mercedes-Benz now manufactures cars in India. Equipped with a budget of 20,000 USD, our aim was to let the new and existing consumers know about the new move of the luxury carmaker, through all showrooms across India as well as various print mediums.

Execution

In creating the artwork, we collaborated with artists known as Chitrakaras and used their craftsmanship. We combined their skills and the idea, to bring alive the making process of the car. Each painting was carefully made with hand on a 5ft X 7ft canvas, and then digitally copied to reproduce across various mediums.

These were turned into promotional give ways to Mercedes family members and to owners who took the delivery of their new Mercedes 'Made in India' model, during the campaign period.

We used these styles which originated in various regions of India like Mithila region of Bihar, Odisha and Maharashtra. These paintings illustrate the daily assembling and manufacturing process in the plant and the joy of handing over a made in India model. From adding a screw as an earring to finishing a border with tyre marks.

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