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Tag: Kartik Smetacek

  • Audi, Saatchi & Saatchi India launch artful festive campaign

    Audi, Saatchi & Saatchi India launch artful festive campaign

    MUMBAI: This Diwali, Audi isn’t just lighting up the streets, it’s lighting up minds. In a sparkling collaboration with Saatchi & Saatchi India, the brand has rolled out ‘Journeys of Imagination’, a festive campaign that’s part road trip, part art show, and all heart.

    Revving up Audi’s signature ‘Journey with Audi’ platform, the campaign celebrates the magic that happens when cutting-edge tech meets the warmth of Indian celebrations. The spotlight? Firmly on the sleek Audi q3 sportback, with star cameos from its luxe siblings, the q5 and q7, as they cruise through a Mumbai alive with festive fervour.

    But this isn’t just another glossy car ad. It’s a joyride powered by creativity.

    Enter AI artist Omkar Korade and renowned photographer Hashim Badani, two new-age creators who took the Audi Q3 on a journey through Mumbai’s glowing streets, capturing the soul of the city during its most spirited season. Think bustling lanes, swirling lights, and art that quite literally moves you.

    Their work turns every stop into a stroke of genius, transforming everyday festive scenes into imaginative digital artworks, all while showcasing Audi as more than just a car. It’s a co-pilot on a canvas, a muse for modern makers, and a companion in every moment of celebration.

    “Audi has always championed innovation,” said Saatchi & Saatchi India chief creative officer Kartik Smetacek. “And every new idea starts with a leap of imagination. So, for this year’s festive campaign, we collaborated with new-age creators Omkar Korade and Hashim Badani to reimagine how Mumbai celebrates the season. You will soon see their amazing AI art lighting up digital screens across the city.”

    Audi India head of marketing and PR Gaurav Sinha added, “Festivals in India are full of imagination and emotion, and we wanted this campaign to reflect that spirit in a way that feels fresh and modern. ‘Celebrating Journeys of Imagination’ is our tribute to how creativity, culture, and innovation come together during this time of the year.”

    And the strategy isn’t just about seasonal sparkle, Saatchi & Saatchi India executive director Atin Wahal pointed out that this partnership is built for the long road, “Our partnership with Audi is built on a shared vision of innovation and progress. It is focused on helping the brand connect meaningfully with audiences and drive creativity in the automotive space.”
     

  • Saatchi & Saatchi India turns gamers into drivers with Renault Kiger challenge

    Saatchi & Saatchi India turns gamers into drivers with Renault Kiger challenge

    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.

  • Saatchi & Saatchi India and Hero MotoCorp launch ‘Streets Have a New GOAT’ campaign for Xtreme 250R

    Saatchi & Saatchi India and Hero MotoCorp launch ‘Streets Have a New GOAT’ campaign for Xtreme 250R

    MUMBAI: Hero MotoCorp has dropped the gauntlet in the 250cc category with its new campaign for the Xtreme 250R, developed in partnership with Saatchi & Saatchi India. Titled ‘Streets Have a New GOAT’, the integrated campaign revs up Hero’s premium playbook with speed, swagger, and a whole lot of street cred.

    At the heart of the campaign is a brand film that pits the Xtreme 250R against a pack of snazzy sports cars, all set in a gritty container yard that screams attitude. As the throttle opens, the nimble two-wheeler outruns its four-wheeled rivals with flair—flipping the script on conventional power and proving that this new machine isn’t here to follow, but to lead.

    With a visual narrative that echoes speed as a form of self-expression, the film targets the new-gen rider—those who don’t just ride fast, but ride loud. It’s a cheeky yet confident flex of Hero’s engineering muscle, and a bold statement in a market flooded with sameness.

    Saatchi & Saatchi India CCO Kartik Smetacek said, “The thing that stood out in the brief was the Xtreme 250R’s acceleration – 0 to 60 kmph in 3.2s. A little digging showed us that this wasn’t just the fastest 250, it was one of the fastest things on the road period. Our idea came from the insight that speed is fundamentally about bragging rights. That’s what we brought alive in a simple, impactful way.”

    Hero MotoCorp head – marketing, India business unit, Aashish Midha said  “The Xtreme 250R – the fastest in its class – represents our commitment to delivering high-performance engineering with unmistakable style. Designed by Saatchi & Saatchi India, the campaign is crafted for a generation that leads with confidence, individuality, and purpose. The motorcycle has already set a benchmark in the segment and is receiving strong acceptance from customers across the country. Every second from 0 to 60 is a flex – of speed, attitude, and precision. This isn’t just a motorcycle. It’s a statement.”

    The campaign, now live across television, digital, print, OOH and cinema, positions the Xtreme 250R as the sharpest tool in the streetfighter shed—and the undisputed GOAT of its class.

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  • Roshni Kavina joins L&K Saatchi & Saatchi as national creative director

    Roshni Kavina joins L&K Saatchi & Saatchi as national creative director

    Mumbai: Publicis Groupe India’s L&K Saatchi & Saatchi has strengthened its creative leadership by appointing Roshni Kavina as national creative director. As the national creative director, Roshni will be instrumental in further elevating the agency’s creative output, driving innovation, and advancing brand success for clients. Based out of the agency’s Mumbai office, Roshni will report to Kartik Smetacek and Rohit Malkani, the agency’s chief creative officers.

    With two decades of experience in advertising and design, this move marks Roshni’s return to Publicis Groupe. She served as the executive creative director at Publicis Ambience from 2015 to 2021, managing coveted accounts such as Lakmé, Enamor, and Ferrero Rocher. She has also earlier been with Publicis Groupe at Saatchi & Saatchi and BBH India. Roshni joins L&K Saatchi & Saatchi from Byju’s International, where she was brand strategy and creative head for North America and Canada. In addition, she founded ‘The Nextdoor Artist,’ an art studio, in 2013.

    Roshni has supported several global luxury brands as an independent creative consultant and played a key role in shaping design communications for brands such as The Body Shop, Burberry, Elle18, Vaseline, Pantaloons, Irasva, and Marico, among many others. Her work has received extensive recognition and accolades at platforms such as Cannes Lions, Spikes Asia, Adfest, Abbys, and Effies.

    L&K Saatchi & Saatchi and Publicis India CEO Paritosh Srivastava said, “It is heartwarming to see Roshni returning to the team, especially as we continue to expand our portfolio with new lifestyle and luxury brands. Having worked with her in the past on some major brands, I am confident that her expertise in lifestyle and luxury branding, and her design capability will further boost our creative excellence.”

    “Roshni comes in at exactly the right time to partner with the creative leadership on a couple of large accounts we’ve recently won. Her skillset greatly enhances the agency’s creative firepower, and we look forward to big things from her in the months to come,” added L&K Saatchi & Saatchi chief creative officers Kartik Smetacek and Rohit Malkani, in a joint statement.

    “I believe that no matter which path we take, as long as we visit new worlds and learn along the way, the journey is well lived. Having worked with Paritosh on some of the most coveted brands in my earlier stint, I am thrilled to return to familiar grounds. It is a pleasure to be a part of a team where each member brings unique strength, and I am excited to help build the lifestyle and luxury brands portfolio for L&K Saatchi & Saatchi. I am honoured to be a part of the family and can’t wait to get started,” said L&K Saatchi & Saatchi NCD Roshni Kavina.

  • L&K Saatchi & Saatchi’s ‘Live The Legend’ campaign unveils Hero’s Karizma XMR

    L&K Saatchi & Saatchi’s ‘Live The Legend’ campaign unveils Hero’s Karizma XMR

    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.”

  • L&K Saatchi & Saatchi elevates Rohit Malkani and Kartik Smetacek to chief creative officers

    L&K Saatchi & Saatchi elevates Rohit Malkani and Kartik Smetacek to chief creative officers

    Mumbai: L&K Saatchi & Saatchi, a part of Publicis Groupe India, has elevated Kartik Smetacek and Rohit  Malkani, its joint national creative directors, to the roles of chief creative officers (CCOs). The duo will continue reporting to L&K Saatchi & Saatchi and Publicis  Worldwide India CEO Paritosh Srivastava.

    This move signifies the agency’s commitment to world-class creativity for brand-building through modern, purpose-led work.

    As chief creative officers, both Kartik and Rohit will guide L&K Saatchi & Saatchi’s creative vision, drawing from their understanding of the evolving media landscape.

    Kartik and Rohit joined L&K Saatchi & Saatchi in 2014 and 2016, respectively, as executive creative directors and were later promoted to joint national creative directors in 2019.

    Under their leadership, L&K Saatchi & Saatchi bagged the Number 2 Creative Agency at Abby’s 2023 and received recognition at award shows such as Spikes Asia, AdFest Asia, D&AD, One  Show and Kyoorious. They also led notable agency campaigns, including Zepto’s ‘Delivery at  Bumrah Speed’, Reliance Digital’s ‘Technology se Rishta Jodo’, Greenpanel’s- ‘Earthquake’,  Flite’s- ‘Sar Utha, Kadam Badha’, JioMart’s- ‘Shopping Aisa, India Jaisa’, Cashify’s ‘Refurbished  Smartphone’, and Vicks’ ‘Vicks Khol, India Bol’ this year.  

    Commenting on Rohit and Kartik’s new role, L&K Saatchi & Saatchi and Publicis Worldwide India CEO Paritosh Srivastava said, “Kartik and Rohit have been true partners to me in every way over the last few years. They have been integral members of our leadership team, aligned with the vision for our agency and its product in the country. They have contributed significantly to the agency’s evolution. The last few years at the agency have been marked by creative renaissance and strong business growth. Now, as we embark into the next phase of  our journey, with bigger goals and ambition, the nucleus of powerful leadership at L&K  Saatchi & Saatchi, with Kartik & Rohit as CCOs and Snehasis as CSO, will play an even more  significant role.”

    “Over the last few years, we’ve been on a journey of transformation as an agency, especially when it comes to our product. This elevation for Rohit and myself further underlines that commitment. Our internal creative excellence programme ‘Go One Better’ is backed by the entire agency, across departments, and the outcomes are evident. Needless to add, our mission is only half achieved, and I look forward to the many milestones ahead,” said  L&K Saatchi & Saatchi chief creative officer Kartik  Smetacek.

    L&K Saatchi & Saatchi chief creative officer Rohit Malkani added, “This is as much a  massive honour as it is a responsibility. It’s been an amazing seven years at L&K Saatchi & Saatchi,  without much of an itch! But the journey to build a legacy has just started. With Paritosh and the rest of the leadership team, we’ve carved a path for the agency, driven by Revenue,  Respect and Results. There’s a great momentum so far and Kartik and I can’t wait to take  things to the next level.”

     

  • L&K Saatchi & Saatchi unveils campaign for Zepto’s Bumrah-speed deliveries

    L&K Saatchi & Saatchi unveils campaign for Zepto’s Bumrah-speed deliveries

    Mumbai: Unveiling Zepto’s collaboration with pacer Jasprit Bumrah, L&K Saatchi & Saatchi has conceptualised a humorous three-part campaign, ‘Groceries delivered at Bumrah Speed’,  which showcases Zepto’s speedy, consistent and precise deliveries, much like Bumrah’s deliveries on the field.  

    The latest campaign, strategically launched during the ongoing Cricket World Cup, follows the success of the agency’s earlier work for the brand, ‘Indian Stretchable Time’, one of the year’s most awarded campaigns, winning internationally at the One Show, Spikes and AdFest, as well as at Indian award shows like the Abby Awards and Kyoorius.

    The campaign aims to build saliency and awareness of Zepto as the fastest grocery delivery service in the country.

    L&K Saatchi & Saatchi Jt National creative director Kartik Smetacek said, “The campaign task was to position Zepto as the fastest delivery service. So, who better than Jasprit Bumrah to set the benchmark for speed? We were working within the 20-second format, so the films needed to be sharp, with minimum build-up yet maximum impact. I think it’s a job well done.”

    Zepto chief growth officer Viral Jhaveri expressed, “Our partnership with Jasprit  underscores our commitment to pushing boundaries, achieving perfection, and delivering  with speed, consistency and precision.”

    L&K Saatchi & Saatchi executive vice president Debarjyo Nandi added, “It is rare to have the business, brand and brand ambassador all delivering the brand’s core proposition seamlessly. Retain the humour, surprise and entertaining tonality, and we have a campaign  that will not just build salience but create maximum impact in a highly cluttered season.”  

    The first film sees Bumrah flying a fighter jet while the other two place Bumrah at a blast-beat music concert and in a fast-paced news studio, where he pushes the boundaries of speed and positions Zepto as the platform of choice for lightning-fast deliveries.  

    The campaign is anchored on Disney+ Hotstar, the Zepto app, and other OTT and social media platforms. It will also include out-of-home advertising in all major cities where the brand operates. 

  • Tanuja Bhat re-joins L&K Saatchi & Saatchi as group executive creative director

    Tanuja Bhat re-joins L&K Saatchi & Saatchi as group executive creative director

    MUMBAI: Tanuja Bhat has re-joined L&K Saatchi & Saatchi as the Group Executive Creative Director. This will be her second stint at the company, having previously worked at L&K for 2 years. She moves from Network Advertising, Mumbai.

    Her portfolio includes integrated campaigns for brands like Margo, Henko, L’Oreal, Maybelline Garnier, Rin, Dabur, DTC, Sunsilk, Complan, McDonald's, Mahindra LifeSpaces, Vijay Sales, Hindalco, Cigna TTK, Hamdard, Bridgestone, and HDFC Home Loans.

    L&K Saatchi & Saatchi joint national creative director Kartik Smetacek said, “Tanuja is an experienced hand with stellar work across agencies and clients. I look forward to her bringing her talent and energy to our brand mix.”

    Tanuja Bhat on Joining L&K Saatchi & Saatchi said, “Team L&K Saatchi & Saatchi has always been geared towards purposive brand work and I am glad to be part of it once again.”

    In her years of work experience, she has been associated with JWT, Leo Burnett, and Publicis Capital Mumbai.

  • L&K Saatchi & Saatchi strengthens team

    L&K Saatchi & Saatchi strengthens team

    MUMBAI: L&K Saatchi & Saatchi has announced the appointment of Trishay Kotwal, erstwhile unit creative director, Lowe Lintas Mumbai, as its executive creative director. In his new role, he will be reporting to L&K Saatchi & Saatchi joint national creative director Kartik Smetacek.

    Over the past fifteen years he has worked in New Delhi and Mumbai, across a number of creative agencies including, Lowe, McCann Erickson, and Draft FCB. With experience in varied sectors such as FMCG, automobiles, beauty and broadcast, some of the noteworthy brands he has handled are General Motors, Tata Motors, L’Oreal Paris, Sharp, Star Sports and Byju’s.

    Trishay Kotwal commented on his appointment saying, “I was convinced by Anil and Kartik’s vision for the agency and felt it was the right time and that this is the right place. The opportunity at L&K Saatchi & Saatchi is immense and I look forward to contributing meaningfully to the agency’s creative output.”

    Also, Arthi Basak erstwhile AVP, FCB Interface has joined L&K Saatchi & Saatchi as VP – strategy and planning. In her new role, she will be reporting to L&K Saatchi & Saatchi executive director-planning Snehasis Bose.

    Her prominent work includes campaigns on Cadbury Oreo, Nivea, Nivea Men, Mahindra & Mahindra, Swaraj Tractors, Blue Star, Huggies, Monash University, Godrej Sara Lee.

    Arthi Basak commented, “What struck me about LKSS is this rare combination of a network agency which also has the dynamism of an entrepreneurial setup. I look forward to opening up a new chapter in my career working at this young and energetic organisation.”

    L&K Saatchi & Saatchi CEO and managing partner Anil S Nair said, “I am very excited to welcome two exceptional talents Arthi and Trishay to L&K Saatchi & Saatchi. Both have immense experience & fantastic skills in their respective fields which will be of great value to our wide range of brands across many categories. I look forward to them raising the bar even higher for us.”

  • L&K Saatchi & Saatchi names new NCDs

    L&K Saatchi & Saatchi names new NCDs

    MUMBAI: L&K Saatchi & Saatchi has announced the departure of its CCO Delna Sethna and the roll out of a new creative organisational structure which will be led by Kartik Smetacek and Rohit Malkani, both of whom will now be sharing the national creative director responsibility. It was less than a year back that the agency had announced the elevation of Delna Sethna as a CCO.

    Smetacek and Malkani have been elevated from the post of ECD and national ECD, respectively. While the former will be responsible for the creative teams in Mumbai, the latter will be responsible for the creative teams in Delhi and Kolkata with some key projects in Mumbai.  

    With over 18 years of experience, Smetacek has worked across a host of agencies including Publicis Ambience, ideas@work, Draft FCB. For the last four years he's been at L&K Saatchi & Saatchi.   

    Malkani started his advertising career in the account planning department at Rediffusion DY&R, Delhi. After a brief stint he moved to the creative side. With over 15 years’ experience in the industry he’s worked with JWT, Planetasia.com, Publicis Ambience, Bates, Grey Worldwide, Publicis Singapore and Minority on a diverse range of brands.