Hero MotoCorp scraps old pitch, calls for fresh bids including EVs

Auto major Hero MotoCorp Ltd has scrapped its pitch invited last June and has called for a fresh and a bigger integrated pitch that includes its electric vehicle VIDA as well, putting a major media account worth Rs 750 crore up for grabs. 

The world’s largest manufacturer of motorcycles and scooters is currently looking afresh for a media investments firm for media buying and planning, after trashing the old pitch which was floated last June, highly placed industry sources told e4m. 

The incumbent media agency for the main account is Publicis Media. Vida’s account is currently being managed by dentsu. 

e4m has reached out to Hero MotoCorp. The article will be updated as and when the auto major responds. 

Incumbent agencies

In 2019, Zenith India, a Publicis Groupe agency, won the mandate that included both traditional and digital media duties, after a competitive pitch. The account is believed to be worth nearly Rs 550 crore. 

In 2022, Dentsu India got the integrated media mandate for Vida, believed to be worth over Rs 200 crore It included the brand's global full-funnel marketing. 

Growth amid economic headwinds

Led by Pawan Munjal, Hero MotoCorp has presence across Asia, Africa, and South and Central America. Despite global economic headwinds, the company in Q3, 2025 reported operating revenue above Rs 10,000 crore, for the third quarter in a row. Its profit after tax crossed Rs 1,100 Cr in the same quarter. 

The Delhi-based firm recorded a 7.5% increase in total sales for 2024, with volumes rising to 59,11,065 units compared to 54,99,524 units in 2023. The growth was driven by demand across motorcycles, scooters, and electric vehicles (EVs).

“Hero MotoCorp’s growth was also led by robust performance in both the EV and global businesses. VIDA reported highest-ever monthly retails and gained market share during the quarter. The company also gained momentum in global business, growing ahead of the industry; Bangladesh and Colombia leading the way,” the company stated in a press release on 6 February. 

In May 2024, Hero MotoCorp became the first auto firm in India to integrate with the Open Network for Digital Commence (ONDC) to offer two-wheelers’ parts and accessories