Mumbai: Saatchi & Saatchi India has launched a first-of-its-kind on-ground gaming activation for the all-new Renault Kiger, bringing the car’s performance to life in an innovative, experiential format. The activation strengthens the brand’s refreshed positioning of “Rethink Performance, Rethink Kiger.”
Conceptualised by Saatchi & Saatchi India and executed by Digitas India, the campaign transformed a traditional outdoor advertising medium into an interactive gaming experience — turning spectators into participants. The activation ran from 23rd to 29th September at DLF CyberHub, Gurugram, where participants scanned a QR code to turn the digital billboard into a gaming screen, using their smartphones as controllers.
Players navigated a fast-paced, minute-long course filled with sharp turns, narrow lanes, and obstacles that showcased the Kiger’s agility, responsiveness, and performance. The result was an engaging, high-energy experience that blurred the lines between the physical and digital worlds.
Adding to the excitement, RJ Naved joined the activation, challenging visitors to beat his high score and amplifying the buzz online. The campaign generated over 500,000 views, trended as the 4th most talked-about topic on X, and drove strong positive sentiment through social media and influencer engagement.
Kartik Smetacek, Chief Creative Officer, Saatchi & Saatchi India, said, “With the launch of the new Kiger, our task was to pivot the brand’s positioning from design to performance and get people to see the car with fresh eyes. The playable billboard is an eye-catching innovation that combines the visibility and scale of outdoor with the interactivity of gaming.”
Francisco Hidalgo Marques, VP Sales & Marketing, Renault India, added, “At Renault, innovation goes beyond our cars, it’s about how we connect with people. Under the ‘Rethink’ umbrella, this activation turned a product showcase into an immersive gaming experience, highlighting the Kiger’s agility and performance while redefining how consumers experience the brand. Riding the on-ground buzz, the Kiger Challenge hit the digital track, letting everyone feel the rush, anytime, anywhere.”
Following the overwhelming response at the venue, the Kiger Challenge extended its reach through playable digital ads, enabling users across India to take the challenge online and experience Renault Kiger’s performance virtually — anytime, anywhere.
