Hero Motocorp's media mandate up for grabs; auto major calls for pitch: Exclusive
Publicis Media won Hero Motocorp's media mandate in 2019 after a competitive pitch. In 2022, Dentsu India got the integrated media mandate for Vida - the emerging mobility brand from Hero MotoCorp.
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Auto major Hero MotoCorp Ltd has called for a pitch, putting a major media account back in the market and up for grabs. The world’s largest manufacturer of motorcycles and scooters is looking for a media investments firm for media buying and planning, industry sources have confirmed to Storyboard18. The incumbent is Publicis Media.
In 2019, Publicis Media won the mandate that included both traditional and digital media duties, after a competitive pitch. Publicis Media had created a bespoke platform – ‘Team Hero MotoCorp’ (Team HMC). Previously reported estimates had pegged the media account at Rs 600 crore.
In 2022, Dentsu India got the integrated media mandate for Vida - the emerging mobility brand from Hero MotoCorp. The mandate included the brand's global full-funnel marketing, which includes performance and digital marketing. Dentsu was to also manage Vida's branding and performance campaigns.
As per industry sources, the pitch is for Hero Motocorp's integrated media mandate. It's unclear if that includes Vida. Storyboard18 has reached out to Hero Motocorp. The article will be updated with the company's official statement.
Led by its chairman Dr. Pawan, Munjal Hero MotoCorp has presence in 37 countries across Asia, Africa, and South and Central America. Recently, the company said it will hike rates of certain motorcycles and scooters from July 1, 2024. The company's net profit in the March quarter jumped over 18% to Rs 1,016 crore compared to the previous year's Rs 859 crore, and revenue surged 14.6% to Rs 9,519.3 crore.
In May 2023, Hero MotoCorp also became the first auto firm in India to integrate with the Open Network for Digital Commence (ONDC). The company outlined its vision to revolutionise the digital automotive marketplace. It said that the integration into the ONDC network promises to enhance the shopping experience by offering customers easy access to two-wheeler parts, accessories, and merchandise through various buyer applications.
