Mercedes-Benz, the German automobile manufacturer, has launched its new brand initiative, ‘mb. inspired’ at the ongoing Delhi Auto Expo. The company aims to target the youngsters of the country with new car launches under the tagline, ‘mb feel it’. In order to promote the initiative, Mercedes-Benz brought celebrities, namely Chetan Bhagat, Farhan Akhtar, Masaba Gupta and Irfan Pathan.
Debashis Mitra, Director, Sales and Marketing, Member of the Board of Management, Mercedes-Benz was also present on this occasion. He stated, "Through the initiative we wanted to communicate that we're going to grow by many folds in the near future by targeting the youth. Part of the growth will be through the launch of our new small cars and the rest of the growth will happen through the market growth. Our initiative 'mb inspired' talks about the new design language of Mercedes.”
On company’s choice of celebrities for the new initiative, Debashis Mitra added that the four celebrities are like four reflections as they belong to different fields and are an inspiration for the youth. Apart from promoting the new initiative the company is launching a driving academy in collaboration with Jaypee Sports International Limited (JPSI). The academy will be known as the JPSI-AMG Performance Driving Academy that will allow automobile enthusiasts to drive a Mercedes AMG vehicle at the Buddh International Circuit.
On the association, Mitra stated, "We have 125 years of history of racing and are on of the most important racing brands globally. In India people are not aware about the performance image we share globally and so we launched this academy. We have been very serious about racing and once the Buddh International Circuit came in we got the infrastructure to launch our performance drive."
Interested participants will initially be guided under the basic training course. The company has arranged professional instructors from Germany, who will train participants about taking the quickest and safest lap. Rs. 75,000 per participant will be charged by the academy for the basic training course.
