Hero MotoCorp FY25 ad spends up 18% from last FY

In FY25, Hero MotoCorp shifted gears with a more emotionally driven, consumer-led marketing approach, aligning with evolving customer aspirations and the rising demand for premium offerings, says the company’s annual report.

Hero MotoCorp has also increased its advertising and publicity spend to Rs 1,247.60 crore in FY25, up 18.4% from Rs 1,053.97 crore in the previous fiscal.

The company reported a total income of Rs 41,967.5 crore for the financial year ended March 31, 2025, marking an 8.6% increase over Rs 38,643.16 crore in FY24.

The company’s revenue from operations rose to Rs 40,923.42 crore in FY25, up 8.3% from Rs 37,788.62 crore in the previous year. Other income stood at Rs 1,044.08 crore, registering a 22.2% growth over Rs 854.54 crore in FY24.

Net profit after tax for the year came in at Rs 4,375.81 crore, reflecting a 16.9% increase compared to Rs 3,742.16 crore in FY24.

The company focused on embedding cultural relevance, storytelling, and digital-first engagement across its campaigns, while also making a more deliberate push into the premium motorcycle segment.

As the two-wheeler market continues to see strong momentum in premiumisation, Hero MotoCorp is repositioning its presence in the higher-end category. The company said it was working to strengthen its market presence through “enhanced distribution channels and the provision of a superior customer experience.”

Marketing efforts in this space are increasingly centered on lifestyle, performance, and technology, targeted at a more urban, tech-savvy audience beyond the brand’s traditional commuter base.

A key focus was enhancing digital marketing to appeal to “a contemporary customer with high technological proficiency.” This included sharper use of social media, targeted online ads, and content that showcases the features and ride quality of Hero’s premium motorcycles.

The company is also actively engaging with India’s growing motorcycling community, particularly in the above200cc segment, through rides, events, and content collaborations aimed at building traction in a segment where it has historically had limited presence.

Across its broader portfolio, the company leaned heavily on experiential marketing and creator-led storytelling. Products like the Xoom series, Xpulse 210, Xtreme 250, and the updated Destini 125 were launched through on-ground ride experiences, digital-first teasers, and influencer partnerships. These initiatives were intended to offer a more transparent, real-world perspective on product performance and design.

At the retail level, Hero continued to activate its Hero 2.0 and Premia formats, especially in Tier 2 and Tier 3 markets. These outlets were positioned as “brand experience zones” and were used to host live demonstrations and region-specific campaigns around product launches.

On the Harley-Davidson side of the business, the company ran a campaign titled “Find Your Freedom” for the Harley-Davidson X440, across TV, outdoor and digital. The campaign, which was aimed at making the brand feel more accessible to Indian consumers, was supported by ride experiences such as Destination X, Plant Tours, and community rides including India Bike Week.

In terms of digital infrastructure, Hero revamped several product pages on its website to support mobile-first layouts and embedded videos. For instance, the Destini 125 page used scroll-led storytelling to showcase product highlights like mileage and comfort, which the company said contributed to an uptick in digital leads.

Campaigns were also aligned to key festive and national holidays, backed by geo-targeted ads, WhatsApp messaging, and vernacular video content to drive footfall and test rides across dealerships.

Among the notable campaigns was the launch of the New Destini 125. This involved a phased teaser campaign on digital platforms, followed by a hands-on ride event. According to the company, the campaign generated 12.35 million in reach and over 800,000 organic video views, with influencers citing its practicality and premium look.

In the electric vehicle space, the company continued building visibility for its VIDA brand. Campaigns focused on explaining battery convenience, smart tech, and ease of service. The communication leaned on interactive demos and ride videos to simplify the EV decision-making journey.

Hero also rolled out a high-profile campaign featuring brand ambassador Virat Kohli for its Xtreme motorcycles. Set in London, the film depicted Kohli in a high-energy sequence riding the Xtreme 160R 4V and Xtreme 125R, highlighting themes of speed, precision, and control. While cinematic in tone, the campaign aimed to position the motorcycles as sporty and performance-driven.

Overall, the report stated, the company’s marketing in FY25 reflected its stated ambition of not just showcasing machines, but telling the stories behind them including riders, engineers, and communities