Hero MotoCorp narrows down agencies for Rs 750-crore media mandate

Hero MotoCorp’s Rs 700-750 crore media mandate appears to have reached a decisive phase. Trusted sources tell exchange4media that the auto giant has shortlisted EssenceMediacom and Lodestar UM for the prestigious account.

According to sources, the shortlist was not just based on competitive pricing. Strategic approach and category understanding were crucial factors in determining the final contenders.

The mandate — which includes both traditional and digital media planning and buying — has been under intense competition since mid-2024. Agencies in the fray included GroupM, IPG, Dentsu, Publicis, and Havas. Publicis, the incumbent, has been defending the account.

As per the Pitch Madison Advertising Report 2025, Hero MotoCorp’s ad spends were in the Rs 500–700 crore range last year, making this one of the most sought-after pitches in the auto category.

Earlier in 2025, Hero MotoCorp scrapped the pitch it had initiated in June 2024 and invited fresh proposals, expanding the scope to include its electric vehicle brand VIDA. The revised pitch size is pegged at Rs750 crore — up from the original Rs 400 crore.