Press Release

New Business: Emotional advantage thinking wins DDB Mudra Group the communication mandate for BharatBenz

India – BharatBenz, the domestic brand of Daimler India Commercial Vehicles (DICV), a wholly owned subsidiary of the German automobile manufacturer Daimler AG, has selected DDB Mudra Group to be its integrated marketing and communication agency following a multi-agency pitch. The Group will work on creative brand strategy, digital marketing and media buying and planning.

DDB Mudra Group’s 2020 communications plan for BharatBenz will focus on a “people and culture first” approach, which is the cornerstone for DDB Mudra Group’s proprietary strategic tool – emotional advantage. Emotional advantage’s core belief is that although human beings choose to believe they make logical choices, they are in fact driven by emotions. This deep understanding of social and cultural contexts played a significant role in developing the overall communications strategy. 

Sujay Ghosh, Executive Vice President & Business Partner, DDB Mudra South said, “BharatBenz is an iconic brand which is synonymous with technology and innovative products. We wanted BharatBenz’s consumers to have an emotional connect and to do that we immersed ourselves in the lives of truck drivers and fleet owners. Going beyond panel conversations and interviews, the team travelled to trucking hubs interviewing fleet owners and even sharing meals with drivers. These conversations informed our strategy and helped us visualize realistic, medium agnostic narratives. We look forward to creating path-breaking work that connects meaningfully with the audience and create more growth opportunities for the brand.”


Speaking on the decision to award the mandate to DDB Mudra Group, Rajaram Krishnamurthy, Vice President, Marketing & Sales – Daimler India Commercial Vehicles (DICV) said, “We wanted a strategic partner who can understand and resonate with the ethos of our brand. With DDB Mudra Group, we found a team that’s passionate, enthusiastic and ready to push the boundaries. We look forward to this great partnership taking the BharatBenz brand to the next level.”


DDB Mudra Group’s belief that creativity is the most powerful force in business comes alive in our partnerships with over 200 brands. Our agency brands include DDB Mudra, 22feet Tribal Worldwide, OMD Mudramax, Interbrand, Track and TracyLocke. We are one of India’s most awarded creative companies with back-to-back wins at Cannes Lions 2018 & 19, No.2 at Effie India 2020, winner of Grand Prix at Spikes 2019 and golds at WARC & WARC Prize for Asian Strategy.

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