L&K Saatchi & Saatchi, Hero's Partnership Evokes Nostalgia
L&K Saatchi & Saatchi has conceptualised the launch campaign for Hero MotoCorp’s bike Karizma XMR. Titled #LiveTheLegend, the campaign pays homage to the rich legacy of Karizma, known for revolutionising sports biking in the country. This strong nostalgic association and the emotional equity it still enjoys among Indian bikers became the driving force behind the rebirth of this legend.
The launch film honours the bike’s illustrious history and is an ode to the iconicity of the brand which captured the imagination of an entire generation and continues to be loved and revered even today. Narrated by the OG Karizma brand ambassador, actor Hrithik Roshan, the film’s powerful VO instantly strikes an emotional chord and unveils Karizma XMR in its modern and advanced avatar. The film even tips the hat to some of the iconic scenes and memorable advertising from Karizma’s past, including riding into a dust storm.
L&K Saatchi & Saatchi and its digital arm, Saatchi & Saatchi Propagate, also created a buzz campaign, launching the bike with much fanfare and engagement through robust digital activations. The buzz campaign featured Hrithik Roshan and Rannvijay Singha, the two names who had been closely associated with the brand in its glory days.
Kartik Smetacek, Chief Creative Officer, L&K Saatchi & Saatchi says, “The one thing that became apparent the moment we started working on this brand was that this is not another bike, this is the Karizma. Even a decade later, the name commands something more than respect, it commands reverence. The campaign sought to harness this brand love, to stir it, grow it and create an aura for the next avatar of this legendary name.”
