Mercedes-Benz: Mercedes-Benz

Credits & Description:

Brand MERCEDES BENZ
Entrant CREATIVELAND ASIA MUMBAI

CREATIVELAND ASIA Mumbai, India Entrant Company
CREATIVELAND ASIA Mumbai, India Idea Creation
Sajan Raj Kurup Creativeland Asia Pvt. Ltd Founder & Creative Chairman
Anu Joseph Creativeland Asia Pvt. Ltd. Cheif Creative Officer
Sharmad Khambekar Creativeland Asia Pvt. Ltd. Executive Creative Director
Sharmad Khambekar Creativeland Asia Pvt. Ltd. Art Director
Sharmad Khambekar Creativeland Asia Pvt. Ltd. Copywriter
Vignesh Karadkar Creativeland Asia Pvt. Ltd. Art director
Vighnesh Karadkar Creativeland Asia Pvt. Ltd. Illustrator
Ritesh Rao Creativeland Asia Pvt. Ltd. Client Servicing
Sushant Kamble Creativeland Asia Pvt. Ltd. Illustrator
Amol Jadhav Shoot at Sight Photographer
Pratyasha Rana Creativeland Asia Pvt. Ltd. Copywriter
Vikdesh Darvitkar Vikdesh Darvitkar Fine Artist

Entry Summary
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 decided to join the movement. For the execution we used quintessential Indian art forms, which originated in India. Warli, Madhubani and Pattachitra painting styles, deeply-rooted in Indian culture became the perfect fit.
The Madhubani painting style originated in the Mithila region of Bihar, which depict the daily life, hence we chose to illustrate the manufacturing process in the plant with this style. The Pattachitra style originates in Odisha and uses bright colours to tell mythological and folk tales. Hence we chose this style to depict the story of assembling and handing over a 'Made in India' car model. The Warli style of tribal art originates in Maharashtra and depicts the day-to-day lives. This style brought to live the Mercedes factory working.