EssenceMediacom, GroupM’s media agency, has secured the consolidated media mandate for Hero MotoCorp, a manufacturer of motorcycles and scooters, following a competitive multi-agency pitch.
For the first time, Hero MotoCorp has consolidated its entire media business, encompassing its flagship brand Hero, its electric mobility arm VIDA, and the Harley-Davidson Business Unit under a single agency partner.
Under this new mandate, EssenceMediacom will be responsible for spearheading Hero MotoCorp’s comprehensive full-funnel media strategy, encompassing meticulous planning and seamless execution across both traditional and cutting-edge digital platforms for all its brands.
The agency’s scope of work is extensive, including the development of an audience-first media strategy, in-depth competitive market intelligence, through-the-funnel performance planning, the implementation of tech-enabled creative solutions, and the creation of unified dashboards for streamlined campaign automation.
Furthermore, EssenceMediacom will also drive integrated content models and foster robust cross-functional collaboration frameworks.
Navin Khemka, CEO of EssenceMediacom, South Asia, said, “We’re thrilled to be working again with Hero MotoCorp and warmly welcome them to our family. Winning the consolidated mandate for Hero MotoCorp transcends a typical pitch victory—it signifies a moment of profound transformation. This partnership unites three iconic brands – Hero, VIDA, and Harley-Davidson, each representing a distinct chapter in India’s mobility narrative. We view this as a significant opportunity to accelerate their journey towards the future of mobility. Our unwavering focus will be on delivering unparalleled value through a differentiated, audience-first strategy. By seamlessly integrating deep market intelligence with cutting-edge platform innovation, we are confident in our ability to drive transformational outcomes across diverse categories, regions, and consumer segments for Hero.”
