MUMBAI: The Poona Golf Course, today saw some 'aspiring' amateurs trying their hand at golf and emerging extremely surprised about their unexplored talent. The occasion was the launch of the fifth edition of the Mercedes Trophy in India, which was announced by DaimlerChrysler India CEO and managing director Hans-Michael Huber.

Also present at the launch were Swiss International Air Lines Ltd general manager Juerg Christen and Mont Blanc PR and Advertising coordinator Anna Bredemeyer, who are co-sponsors of the tournament. TailorMade India (India's first golf subsidiary as part of the adidas-Salomon Group) has also been roped in as a co-sponsor for the tournament this year. Another key person instrumental in organising this tournament was Rishi Narain Golf Management head Rishi Narain.

The Mercedes Trophy, which is an exclusive tournament for discerning Mercedes-Benz owners, will kick off at the Willingdon Sports Club in Mumbai on 14 January. The regional rounds will also be staged across Bangalore on 29 January and in New Delhi on 12 and 13 February. The India final of the tournament will be held in Pune on 12 March.

Over the years, the Mercedes Trophy has metamorphosed from a pure sporting extravaganza into a 'lifestyle brand experience' and is played by distinguished achievers from all walks of life. Keeping in mind this synergy, the prize distribution ceremonies will also witness fashion shows with designer Anita Dongre, who will be presenting her ensemble.

Huber firmly believes in 'connecting' with his consumers and this tournament has been a step in that direction. Says he, "The sports-lifestyle synergy is well represented by Mercedes Trophy and reflects our brand value of striving for perfection. Our friends and customers experience the spirit of the game with the passion and enthusiasm characteristic of Mercedes-Benz."

Swiss Air has been associated with the tournament for the last three years when it formed a global partnership with Mercedes-Benz. Speaking to indiantelevision.com on the association, Christen says, "We consider golf as our key sport and the association with Mercedes and golf matches our personality. We do a lot of promotional activities for our regular travelers who are golfers. They tend to travel extensively and hence we have special schemes for them, wherein they are allowed to carry their golf bags without having to pay extra baggage charge for it. We will definitely be looking at strengthening the synergies with Mercedes and golf in the future as our experience so far has been absolutely amazing."

Mont Blanc will be presenting their exquisite range of fine writing instruments and accessories and TaylorMade will present the best performance golf equipment to all the winners and runner-ups. The Indian finalists will be flown by Swiss Airlines to play at the Mercedes Trophy finals in Germany.