Exclusive: Mercedes AMG Petronas F1 team joins hands with Bharti Airtel

The Mercedes AMG Petronas F1 team has announced its partnership with the Bharti Airtel telecommunications brand for the 2012 Airtel Indian Grand Prix. Bharti Airtel is also the title sponsor for the Indian Grand Prix ever since its inception at the Buddh International Circuit last year. This year the company will extend its brand visibility with the new tie up with Mercedes Benz’s F1 team.

The Airtel logos will be seen on the airbox and the headrest of the Mercedes AMG F1 W03 racecar that has participated throughout the 2012 F1 season. The logos will also be seen on the race-suits and helmets of Michael Schumacher and Nico Rosberg during the weekend of the 2012 Airtel Indian Grand Prix at the BIC in October, 2012. Given Schumacher’s huge fan following in India, Bharti Airtel will capitalise on this tie up to spread its brand awareness. 

Airtel and Mercedes Benz will organize a series of events and campaigns before, during and after the 2012 Indian Grand Prix to promote Formula One throughout the country. Michael and Nico will also be seen in Airtel commercials that will promote the brand and its involvement in the Indian Grand Prix. Airtel’s arch-rivals, Vodafone, are already onboard the other Mercedes Benz backed team – McLaren Mercedes F1.

Ross Brawn, Team Principal of the MERCEDES AMG PETRONAS Formula One Team commented, “The 2011 Airtel Indian Grand Prix was a very successful new adventure for Formula One and we are delighted to now be partnering with Bharti Airtel, who have supported the sport in India from the outset. Taking our sport to new audiences is vital for our future and we are very much looking forward to working with Bharti Airtel in the run-up to this year’s race, in order to bring our fantastic sport closer to the Indian fans.”

Bharat Bambawale, Global Brand Director at Bharti Airtel said, “As title sponsors, we at Bharti Airtel are proud to have been an integral part of India’s first Formula One race last year. We are today delighted to enter a new lap of our brand’s Formula One journey with an exciting alliance with the MERCEDES AMG PETRONAS Formula One Team. In 2011, Bharti Airtel took the lead in bringing India’s Formula One dreams alive and became ‘Title Sponsor’ of the sport’s debut in the country. Bharti Airtel and MERCEDES AMG PETRONAS are associated with traits of speed, performance and fast-paced growth, thus making this partnership a perfect match between two like-minded brands. By building on the unique motorsport heritage and strong track record of Mercedes-Benz, we will strengthen Bharti Airtel’s youthful positioning and appeal to Formula One fans across India.”