Wavemaker and Mercedes-Benz India Uncover Stories of India’s Adrenaline Junkies
The web series introduces six different path-breakers embarking on adventures fuelled by an insatiable hunger for extreme sports. Through this web series, Mercedes-Benz India attempts to bring alive the Indian adventure lifestyle community under one umbrella and acknowledge and promote these Indian outliers through a world class documentation of their awe-inspiring escapades.
On the association Mr. Michael Jopp, VP, Sales and Marketing, Mercedes-Benz said, “India is a country of diversity not only in the form of different landscapes that you can visit across the country but also from the varied pool of talent that it houses. Our association with TheVibe and creating Rushes was with the idea of celebrating these beautiful people and places of India. The content features a very emotional story where passion and dedication of these local heroes are showcased with their abundant talent and vigour towards one dedicated adventure sport. The same passion and dedication is what we strive to put in our cars and give our best to the customers.”
Rushes, the web series captures adrenaline-pumping activities in their most native forms in India. Through a well-constructed narrative, each episode delves into the mind of the participant, giving an insight into what makes them tick. The stories are further constructed in a non-linear fashion to take the audience on an epic first-person experience.
Speaking about the campaign, Kumar Deb Sinha, National Director – Content, Wavemaker said, “We at Wavemaker believe that the role of content is to drive relevant conversations for a brand. It’s not a one-time engagement through a piece of content, but provoking sustained conversations through multiple pieces of content. Rushes is not a just web series, it is like igniting a fire to drive passionate conversations through multiple pieces of interesting content in various formats across media platforms.
One of the biggest challenges for us was to bring alive the exhilaration through the content and hence, the quality was of utmost important. That is where, Motion Content Group (part of GroupM) played a vital role in creating premium quality content to match up to the global standard of Mercedes-Benz.”
“The advent of adventure lifestyle has not been documented in the true scale it deserves, this is where we found the opportunity at The Vibe in being an authentic voice for contemporary lifestyle and culture. We decided to look at pioneers who have been living their rush and helping build micro communities around various adventure sports. This series pays homage to their efforts. We are grateful to Mercedes-Benz India and Wavemaker in partnering on our vision and making these stories come to life and for taking the conversation to mainstream audiences. It’s our hope that the series will inspire people to appreciate the outdoors and live their rush in a responsible manner”, said Asad Abid, Founder, TheVibe.
Despite the lack of infrastructure for adventure sports in India and lack of content creators who could do justice to the story, the team found an apt partner in Will Lascelles to helm the creation. With Rushes, Indian audiences will not only get an adrenaline rush, but be entertained by a visual spectacle, never seen before in any screen in any form.
The series is shot on 6K RAW Resolution on the Red Epic Dragon with original scores by SaptaLive band which enhance the cinematic visuals. Paired with a story arch that keeps the audience at the edge of their seats, Rushes profiles these young individuals who are making alternative lifestyle choices, despite the pressures of modern living and addiction of creature comforts.
The web series will be supported by live on-ground events across cities, where passionate followers will get a chance to interact with the champions of these “Rushes”.