L&K Saatchi & Saatchi, a part of Publicis Groupe India, has conceptualised the launch campaign for Hero MotoCorp’s premium bike Karizma XMR. Titled #LiveTheLegend, the campaign pays homage to the 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 pays tribute to the bike’s history and the iconicity of the brand. Narrated by the OG Karizma brand ambassador, actor Hrithik Roshan, the film’s VO strikes an emotional chord and unveils Karizma XMR in its modern avatar. The film tips the hat to some of the iconic scenes and advertising from Karizma’s past, including riding into a dust storm.
“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,” Kartik Smetacek, chief creative officer, L&K Saatchi & Saatchi, said.
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