To deepen relationships with existing and prospective Mercedes Benz-Maybach customers by immersing them in a refined, culturally rich environment that reflected the brand’s philosophy of bespoke craftsmanship and personalised luxury.
HNIs, CEOs, cultural patrons and discerning luxury buyers.
For Mercedes Benz-Maybach, luxury is not transactional – it is experiential, personal, and deeply rooted in craftsmanship. The brand sought a platform that would allow meaningful, face-to-face engagement with a carefully curated audience that values culture, refinement, and individuality.
Encore Studios identified the SOI’s (Symphony Orchestra of India) Andrew Litton and Martyn Brabbins concerts, capturing both the performance and the ambience.
Encore Studios, with its expertise in brand-led experiences, curated a strategic partnership between Mercedes-Benz and the NCPA to deliver a refined, multi-sensory engagement across two marquee orchestral evenings. As a cultural landmark, the NCPA offered an environment where art, exclusivity, and sophistication converge effortlessly.
The strategy focused on:
Encouraging organic interaction, storytelling, and personal connection rather than overt promotion.
Across two sold-out concert evenings, the experience welcomed 2,200 attendees into a carefully curated Mercedes-Maybach world.
Iconic Arrival Moment
A Maybach display at the entrance created a striking first impression, seamlessly linking the grandeur of classical music with the brand’s design language and presence.
Maybach Manufaktur Zone
A dedicated Manufaktur engagement zone allowed guests to explore Maybach’s craftsmanship, personalisation options, and philosophy of “crafted by us, inspired by you.”
This space became a hub for one-on-one conversations, relationship-building, and deeper brand immersion.
Maybach History Wall
A visually rich Maybach History Wall traced the marque’s legacy from 1909 to the present, offering guests a narrative journey through its evolution, engineering excellence, and enduring relevance.
The wall also became a popular backdrop for guest selfies and organic social sharing.
VIP & Influencer Outreach
For each event, VIP tickets were allocated to Mercedes guests and influencers, enabling curated hosting and relationship-building in an exclusive setting.
Digital & Social Amplification
Event videos and reels from both evenings were published on the Encore Studios, NCPA/SOI and Mercedes social media handles, extending reach beyond the physical attendees.
Curated Cultural Alignment
The concerts featured internationally acclaimed conductors and performances, reinforcing Maybach’s alignment with precision, mastery, and timeless artistry.
In-Auditorium Brand Integration
Mercedes Me magazines placed on every seat inside the auditorium extended the brand experience into the performance itself ensuring presence without disrupting the sanctity of the event.
When luxury brands move beyond visibility to personalised, culturally rooted experiences, they create relationships that endure.
The Mercedes-Maybach × SOI collaboration demonstrates how the right partnerships and execution can turn brand presence into lasting affinity.
