Hero MotoCorp begins festive campaign pitch as ad networks vie for creative mandate

Hero MotoCorp has initiated a creative agency pitch for its upcoming festive season campaigns, according to people familiar with the development.

The pitch has attracted participation from some of the country's largest advertising agency networks, including WPP, Omnicom Advertising India, and Cheil SWA, signalling the importance of the assignment ahead of the crucial festive buying season.

The mandate is understood to cover integrated creative duties for Hero MotoCorp's festive marketing initiatives, a period that typically accounts for a significant share of annual two-wheeler sales as consumer demand strengthens during festivals such as Onam, Navratri, Dussehra and Diwali.

While the exact scope of the assignment could not be independently confirmed, industry executives said the exercise is expected to focus on developing high-impact campaign platforms across television, digital, social media and other consumer touchpoints to support Hero MotoCorp's festive sales push.

The development comes at a time when automakers are sharpening their marketing strategies amid intensifying competition in both the internal combustion engine (ICE) and electric vehicle (EV) segments. 

The festive season remains one of the most important periods for the Indian automobile industry, with manufacturers typically stepping up advertising investments alongside new product launches, financing offers and dealer-led promotions.

Hero MotoCorp has been actively strengthening its brand and product portfolio across commuter motorcycles, premium offerings and electric mobility through its VIDA brand. The company has also increased its focus on premiumisation and technology-led products as it seeks to defend its leadership position in the domestic two-wheeler market while expanding its presence in international markets.

Industry executives noted that creative reviews and competitive pitches have become more frequent among large advertisers as brands seek fresh strategic thinking and integrated creative capabilities amid evolving consumer behaviour and a rapidly changing media landscape. 

Large-scale festive campaigns, in particular, often involve significant investments across traditional and digital media, making them among the most closely contested creative mandates in the advertising industry.

The participation of multiple global agency networks underscores the strategic significance of the account. WPP, Omnicom Advertising India and Cheil SWA collectively manage creative, digital, media and integrated marketing mandates for several of India's largest consumer-facing brands and automotive companies.

Hero MotoCorp did not respond to a query seeking comment on the development till the time of publishing.

The outcome of the review is expected to determine the creative partner that will lead Hero MotoCorp's festive communication. This campaign will likely play a key role in the company's marketing efforts during one of the automotive industry's most commercially significant periods of the year.