MUMBAI: Saatchi & Saatchi India has given car launches a fresh spin with a gamified on-ground activation for the all-new Renault Kiger, designed to bring the brand’s “Rethink Performance, Rethink Kiger” positioning to life. The campaign turned bystanders into players, transforming a digital billboard into a live gaming experience that showcased the Kiger’s speed, agility, and responsiveness.
Conceptualised by Saatchi & Saatchi India and executed by Digitas India, the activation ran from 23rd to 29th September at Dlf Cyberhub, Gurugram. Participants simply scanned a qr code to sync their smartphones as controllers and navigated a fast-paced, one-minute virtual course, complete with sharp turns and obstacles that mirrored the Kiger’s dynamic capabilities.
To fuel the buzz, RJ Naved joined the challenge, inviting fans to beat his high score, a move that lit up social media. The activation trended as the 4th most talked-about topic on X, generated over 500,000 views, and drove strong engagement through influencer collaborations.
“With the new Kiger, we wanted to shift the conversation from design to performance,” said Saatchi & Saatchi India chief creative officer Kartik Smetacek. “The playable billboard combined the reach of outdoor with the interactivity of gaming, an eye-catching way to make people experience performance rather than just hear about it.”
Renault India VP – sales & marketing Francisco Hidalgo Marques added, “Innovation for Renault isn’t just in our cars, but in how we connect with people. Under the ‘Rethink’ umbrella, this activation turned a product showcase into an immersive gaming experience that redefined how consumers engage with the brand.”
Following its on-ground success, the Kiger Challenge hit the digital racetrack, rolling out as playable ads online, allowing users to test their reflexes and experience the car’s performance anywhere, anytime.
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