Glamorous sports such as golf, derby, polo were always the favourites. Now luxury car

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and liquor brands have jumped the art and fashion bandwagon to promote themselves among high net worth individuals (HNIs) and people looking for luxury collectibles. New arrival Formula 1 could be the latest attraction.

Mercedes Benz recently partnered with Saffronart, an art auction house for Saffronart Autumn Online Auction of Modern and Contemporary Indian Art. At the auction, where artworks by MF Husain, SH Raza, Arpita Singh, Jehangir Sabavala and others were in the bidding, the carmaker displayed one of its two customised Mercedes-Benz S-class ‘Art Edition’ priced at Rs 1.14 crore (ex-showroom Mumbai).

“Saffronart is a leading auction house in India. So if you look at people, who can afford pictures like that and if you look at the segment we are in, there is a large match. Our mature customers — who are buying S-500 — can afford the car, if they can buy paintings such as these,” said Peter Honegg, MD and CEO of Mercedes Benz India.

Honegg said that the company wants to show its customers that it is not just a safe luxury brand. “We have some wild ideas too. The association is also like re-sharpening the brand among Indian customers,” he said.

Mercedes-Benz will also offer special privileges exclusively to Saffronart clients through the course of the year-long partnership. While Saffronart will have Mercedes-Benz as partner for special event ‘Art and Aesthetics Series’,” said Dinesh Vazirani, co-founder and CEO at Saffronart.

While Audi India has been sponsoring the Wills Lifestyle India Fashion Week for three years now, in August 2010, BMW also tied-up with fashion designer Ritu Kumar for a fashion show at one of its showrooms in Kochi. While the designer showcased pieces from brands Label, Ritu Kumar and Ri, the automaker chose the occasion to display its latest BMW 5 series and the BMW X6 Sports Activity Coupé. Similarly in March this year, the company teamed up with fashion designer Suneet Verma for his couture collection at the launch of its BMW 6 series convertible.

Interestingly, this was almost on cue from premium alcohol brands which have been partnering with fashion and art events such as Blender’s Pride Fashion Tour, Chivas Regal Fashion Show, Kingfisher Swimsuit Calendar etc for long. Recently, when Signature, the UB Group brand, launched its premium eight-year malt whisky Signature Premier, it kicked off the brand building exercise with the Signature Premier World of 8 Fashion Tour 2011. “Alcohol is is a lifestyle product and a brand like Signature speaks for itself. Being associated with fashion shows, golf, derby, among others lends associative value to the customer. So by launching Signature Premier through a fashion show, we are trying to use fashion as a platform to bring high profile alcohol loving people together,” said Debashish Shyam, divisional VP – marketing, USL.

Meanwhile to cash in on the hype around the country’s first Formula 1 race, Mahindra & Mahindra, which plans to make its mark with the launch of its global SUV —XUV500 next week, has tied-up with Buddh International Circuit, India’s first racing circuit. As per the deal, M&M will provide 25 Scorpios, and SUVs including 10 Scorpio VLX and 15 Scorpio Getaway for use during the October 30 F1 race. BIC, in turn, will help M&M popularise their adventure initiatives like the ‘Multi-Day Great Escapes’.