The experiential activation brings the car’s agility to life, merging outdoor advertising with interactive gaming.
Saatchi & Saatchi India has reimagined the launch of the all-new Renault Kiger with a first-of-its-kind on-ground gaming activation, emphasizing the brand’s refreshed positioning: “Rethink Performance, Rethink Kiger.”
Conceptualised by Saatchi & Saatchi India and executed by Digitas India, the campaign turned a conventional billboard into an interactive gaming experience, inviting spectators to become participants. From 23rd to 29th September at DLF CyberHub, Gurugram, visitors scanned a QR code to convert the digital billboard into a gaming screen, using their smartphones as controllers.
Players navigated a fast-paced, minute-long course with sharp turns, narrow lanes, and obstacles designed to showcase the Kiger’s agility, responsiveness, and performance. The result was an engaging, high-energy experience blending physical presence with digital interactivity.
Adding excitement, RJ Naved joined the activation, challenging participants to beat his high score and amplifying buzz on social media. The campaign achieved over 500,000 views, trending as the 4th most talked-about topic on X, while generating strong positive sentiment via influencer engagement.
Kartik Smetacek, Chief Creative Officer, Saatchi & Saatchi India, said: “With the new Kiger, we wanted to shift the focus from design to performance and let people experience the car in a fresh way. The playable billboard combines outdoor visibility with gaming interactivity, creating a unique brand moment.”
Francisco Hidalgo Marques, VP Sales & Marketing, Renault India, added: “Innovation at Renault extends beyond cars-it’s about connecting with people. This activation turned a product showcase into an immersive gaming experience, highlighting the Kiger’s performance while redefining how consumers engage with the brand. Riding the on-ground buzz, the Kiger Challenge went digital, allowing users across India to feel the thrill anytime, anywhere.”
Following the success at the venue, the Kiger Challenge expanded digitally, letting audiences nationwide experience Renault Kiger’s performance virtually, anytime, anywhere.
