Fish and chips, Alice’s Adventures in Wonderland, the double-decker bus, and a cup of tea — what do these items have in common? Each of them is an official British icon — they capture the essence of Englishness. Another icon that shares an inextricable link with British culture is Morris Garages (MG). Born in 1924, cars like the Morris Midget and MGB gradually became a part of the British countryside and its roads, highways and racing tracks.

MG vehicles were sought after by many celebrities including British Prime Ministers and even the British Royal Family, for their styling, elegance and spirited performance. The MG Car Club, set up in 1930 at Abingdon in the UK, has more than a million loyal fans, making it one of the world’s largest clubs for a car brand. Another fan can be found in Benedict Cumberbatch — a British pop culture icon.

Benedict Cumberbatch saw a phenomenal rise in his career with the release of Sherlock — a popular television series. Benedict, who played the famous detective, grew into one of the biggest pop culture icons the country has ever seen. His popularity transcended British boundaries and soon he became an international icon. The revered actor is now known for stellar roles in popular movies and TV shows and has recently become the face of Morris Garages India.

“I have grown up seeing and reading about MGB’s and MG Midgets, recognising MG as a classic and iconic brand. I am delighted to be part of the launch of the new MG in India with the MG Hector, which may well be a classic of the future.” — Benedict Cumberbatch

On the association, Rajeev Chaba, Managing Director and CEO, MG India said, “As one of the most recognised and beloved cultural icons from the UK, Benedict has a lot in common with Morris Garages. He has, throughout his career, experimented with various types of roles across stage productions, TV shows and movies to push the bar ever higher, something which resonates with MG’s commitment to technological innovation. His social and philanthropic work, as well as his support for inclusivity beyond gender is also in sync with our core brand ideology of nurturing diversity. We are glad to have Benedict Cumberbatch as our brand ambassador to represent MG.”

Although the association is built on MG’s unique cultural heritage and Benedict Cumberbatch’s resonance amongst the youth, the focus of this partnership is on enabling the future of Morris Garages with the core pillars of innovation, diversity and technology.

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MG has evolved into a modern and futuristic brand over the last 95 years and has plans to soon introduce its brand of vehicles in the Indian market. The first of these modern MG cars — HECTOR — will be made available to the Indian customers in the second quarter of 2019.

This article was produced by the Scroll marketing team on behalf of Morris Garages and not by the Scroll editorial team.