Mumbai: L&K Saatchi & Saatchi, a part of Publicis Groupe India, has conceptualized the launch campaign for Hero MotoCorp’s premium and iconic 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 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.

L&K Saatchi & Saatchi chief creative officer Kartik Smetacek 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.”