L&K Saatchi & Saatchi unveils Hero’s Karizma XMR via latest ‘Live The Legend’ campaign
L&K Saatchi & Saatchi India has created this new campaign for Hero MotoCorp’s premium bike, the Karizma XMR. Titled #LiveTheLegend, the campaign pays homage to the rich legacy of Karizma, known for revolutionizing sports biking in the country.
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 compelling 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.
The #LiveTheLegand campaign marks not just the return of a motorcycle, but also the resurgence of a legend that has inspired generations, turned heads and remained an aspirational ride for all.
Kartik Smetacek, Chief Creative Officer, L&K Saatchi & Saatchi, said: “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.”
Credits
Agency: L&K Saatchi & Saatchi
CEO: Paritosh Srivastava
CSO: Snehasis Bose
CCO: Kartik Smetacek
EVP: Debarjyo Nandi
EVP & Business Head (Digital): Prachi Bali
Strategic Planning: Sanket Joshi
Creative: Divakar Shetty, Chetan Kapoor, Jason Samuel, Sandeep Salunkhe, Prashant Patankar, Shiv Nadar, Vinayak Kharat, Omkar Chavan, Gautham C
Account Management: Madhavi Chinnabhandar, Aditya Ranjan, Siddhi Waingankar, Sushmita Paul, Alisha Furniturewalla, Bhavna Sukhija, Kartik Deo, Ankita Sharma, Divyansh Agarwal
Head of Films: Jignesh Maru
Executive Agency Producer: Rahebar Sonawalla Production House: Prodigious
Director: Amit Gupta
Head of Prodigious: Varun Shah
Executive Producer: Amar Parekh Producer: Kopal Gupta
Post Producer: Niyaz Khan
DOP: Jens Maasboel
