Mercedes-Benz has brought India into its global ‘140 Years. 140 Places.’ campaign, marking 140 years since Carl Benz patented the world’s first automobile. Three S-Class sedans are travelling across iconic Indian landmarks – from Srinagar, Kargil and Leh’s high-altitude roads to Delhi, Jaipur, Udaipur, Varanasi, Pune and Hampi – before continuing their journey across Asia.
Rather than spotlighting horsepower or specs, the campaign positions India’s culture, landscapes and heritage as part of Mercedes-Benz’s own brand narrative, opting for a travelogue-style storytelling approach over a conventional product push. The India leg is part of a larger 50,000-kilometre, six-continent expedition covering 140 symbolic locations, culminating in Stuttgart in October 2026.
The convoy has already retraced Mercedes’ roots through Germany, Europe, South America, North America and much of Asia – including stops in South Korea, China, Japan and Southeast Asia – before entering India via Srinagar and continuing onward toward Bhutan.
Christina Schenck, VP, Digital & Communications and Investor Relations, Mercedes-Benz AG, said the journey is meant to bring the brand’s heritage to life through direct engagement with customers and fans across every stop, rather than relying purely on advertising.
Unlike a typical product launch, the campaign leans on meet-and-greets, local showcases and digital storytelling – documented via Mercedes-Benz’s community platform and YouTube – to connect emotionally with audiences rather than push specifications, positioning the S-Class as a symbol of 140 years of continued innovation.
