Mumbai, September 17, 2026: Mercedes-Benz is celebrating 140 years of automotive innovation with a journey across 140 destinations worldwide. As part of the global “140 Years. 140 Places.” expedition, three S-Class vehicles – Bertha, Carl and Gottlieb – travelled across India, turning the country’s chapter of the global journey into a homecoming.
The India chapter campaign conceptualised by BBDO India (team x), builds on a simple thought: India should be more than a destination on the map. It should feel like home. Rather than treating the country as another stop on a 60,000-kilometre global expedition spanning six continents, the campaign celebrates the people, places, culture and character that make India distinctive.
The journey traces back to the origins of Mercedes-Benz, when Carl Benz filed the patent for his Patent-Motorwagen, widely recognised as the world’s first automobile. That invention laid the foundation for a 140-year legacy of pioneering automotive innovation. With India playing an important role in Mercedes-Benz’s global story, the anniversary offered an opportunity to bring that legacy to life through a distinctly Indian chapter.
The three S-Class vehicles took different routes across the country. Gottlieb travelled from New Delhi through Amritsar, Jammu & Kashmir and Ladakh, crossing the Himalayas and Umling La, the world’s highest motorable pass, before continuing through Lucknow, Varanasi and Patna, and onwards to Bhutan before returning to Delhi.
Bertha & Carl travelled through Hampi, Bengaluru and Goa before making her way to Mumbai, where the India chapter culminated with a distinctly local welcome.
In Mumbai, Karan Johar and Kiara Advani joined Bertha’s journey, each bringing their own perspective to the city.
In the Kiara Advani-led film, she welcomes Bertha as her “new bestie” and takes her through contrasting sides of Mumbai, from the heritage and architecture of Old Bombay to its modern skyline and nightlife. The film ends with Kiara placing a Mumbai location sticker on Bertha, marking another stop on her global journey.
The Karan Johar-led film brings his distinctive personality and connection with Mumbai into the journey, offering another perspective on the city and its unmistakable character.
Speaking about the campaign, 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.”
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.”
Watch the campaign here:
- Karan Johar’s Collab Post: https://www.instagram.com/p/DcBUG5Ooi19/
- Kiara Advani’s Collab Post: https://www.instagram.com/p/DcQxQCIIQGC/
- Social Media Content:
https://www.youtube.com/watch?v=stqzuCYiq8Uhttps://www.youtube.com/watch?v=gf9_7It5C1g
