Renault and Saatchi & Saatchi India launched the innovative “Kiger Challenge” at Gurugram’s CyberHub, transforming a digital billboard into a gaming console to showcase the new Kiger’s performance. The interactive activation, supported by RJ Naved and later expanded online, blended gaming and marketing, engaging audiences and redefining automotive brand experiences.
In a first-of-its-kind fusion of gaming and outdoor advertising, Saatchi & Saatchi India, in collaboration with Digitas India, has launched an immersive on-ground activation for the debut of Renault’s all-new Kiger, reimagining how consumers interact with automobile brands.
The campaign — built around the theme ‘Rethink Performance, Rethink Kiger’ — turned a conventional billboard into a live gaming arena, transforming passersby from mere spectators into active participants. The week-long activation, held from September 23 to 29 at DLF CyberHub, Gurugram, gave visitors a thrilling, hands-on experience of the Kiger’s agility, responsiveness, and performance.
Turning OOH into OMG
Here’s how it worked: participants scanned a QR code displayed on a digital billboard, which instantly transformed into a gaming screen. Their smartphones became controllers, letting them steer through a one-minute virtual course filled with sharp turns, narrow lanes, and high-speed challenges — mirroring the Kiger’s on-road capabilities.
The activation’s clever design seamlessly blended physical engagement with digital interactivity, drawing crowds and energizing onlookers. It wasn’t just an ad — it was a performance test, redefined for the digital age.
RJ Naved Fuels the Fun
To elevate the buzz, RJ Naved joined the campaign, challenging participants to beat his high score. His involvement added a dose of celebrity energy, amplifying the excitement on social media and among gaming enthusiasts.
The activation’s results were impressive: it generated over 500,000 views, trended as the #4 topic on X, and sparked strong positive sentiment across platforms, powered by influencer collaborations and organic social engagement.
Innovation Meets Experience
Explaining the creative vision, Kartik Smetacek, Chief Creative Officer at 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.”
Adding a brand perspective, Francisco Hidalgo Marques, VP Sales & Marketing at Renault India, noted:
“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.”
From Street Buzz to Digital Drive
Following the overwhelming on-ground success, the Kiger Challenge was expanded into the digital space through playable ads. Now, users across India can join the challenge from anywhere, bringing the thrill of the Kiger’s performance to their fingertips — anytime, anywhere.
A New Road for Brand Experiences
The campaign marks a milestone in interactive brand storytelling, merging gaming, performance, and digital innovation. By transforming a static billboard into a dynamic gaming experience, Saatchi & Saatchi and Renault have not only rethought outdoor advertising but also reshaped consumer engagement — turning an automobile launch into a nationwide celebration of creativity, technology, and performance.
As the Kiger continues to capture attention both on the streets and screens, the message is clear: in today’s marketing landscape, it’s not just about being seen — it’s about being played.
