Hero has unveiled Karizma XMR with 'Live The Legend' campaign

L&K Saatchi & Saatchi takes the creative helm for the launch campaign of Hero MotoCorp’s iconic bike, the Karizma XMR. Dubbed #LiveTheLegend, the campaign commemorates Karizma’s illustrious history, credited for transforming the landscape of sports biking in the nation.

Celebrating Karizma’s enduring legacy, deeply entrenched in the hearts of Indian bikers, the campaign draws inspiration from its nostalgic connection. This emotional resonance propels the revival of the legendary bike, driven by its impactful past and continued adoration among enthusiasts.

The launch film pays homage to the bike’s storied journey, serving as an ode to its iconic status that captivated an entire generation and maintains its fervent following today. Narrated by the original Karizma brand ambassador, actor Hrithik Roshan, the film strikes an emotional chord, unveiling the modern, advanced version of Karizma XMR. It nostalgically references past iconic scenes and memorable advertising, including the depiction of riding through a dust storm.

In conjunction with Saatchi & Saatchi Propagate, the digital arm, L&K Saatchi & Saatchi crafts an engaging buzz campaign, orchestrating the bike’s launch with grandeur through robust digital activations. The campaign features Hrithik Roshan and Rannvijay Singha, synonymous with the brand during its glory days.

Kartik Smetacek, Chief Creative Officer at L&K Saatchi & Saatchi, highlighted the distinctive nature of the Karizma brand. He emphasized its enduring impact and revered stature, transcending mere respect to evoke reverence even after a decade. The campaign aims to harness this profound brand affinity, cultivating and amplifying it to establish an aura around the legendary name's next avatar.