AD Vantage & Hero MotoCorp: Powering the ‘Asli Hero’ Movement

Posted on November 10, 2025

Hero MotoCorp, the world’s largest two-wheeler manufacturer, continues to lead the way in building deeper connections with its stakeholders. The “Asli Hero” initiative is one such endeavor—designed to recognize and empower bike technicians (referred to as “technicians”) through a dedicated mobile app and referral-based rewards program.

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Objective

To boost sales of Hero’s key motorcycle models—HF Deluxe, Glamour, and Passion—by activating and motivating technicians through the Asli Hero referral program. The campaign’s focus was on:

• Enhancing lead generation and conversion
• Strengthening technician engagement
• Driving incremental sales growth within a defined period

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Target Audience

The campaign was tailored for Hero-affiliated bike technicians enrolled in the Asli Hero program—encouraging them to act as brand advocates and help drive sales through active referrals.

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Challenges

1. Awareness Creation: Generating enthusiasm and participation among a large, geographically dispersed technician community.
2. Lead Conversion: Achieving substantial conversions within a tight 45-day campaign window.
3. Registration Efficiency: Ensuring quick and seamless technician onboarding to prevent drop-offs.

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Strategic Approach

1. Engaging Field Interactions: AD Vantage deployed Feet-on-Street (FOS) teams to conduct detailed briefings, explaining the referral scheme and assisting technicians in using the Asli Hero app effectively.
2. Visual Community Building: FOS teams shared workshop photos with technicians on WhatsApp groups—creating a sense of belonging and fueling peer motivation.
3. Focused Model Promotion: The campaign maintained a sharp focus on promoting the three flagship bike models, highlighting attractive referral rewards and simplifying the sales conversation.

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Key Solutions

Enhanced Referral Rewards

To drive stronger participation, the referral incentive was doubled from INR 500 to INR 1000, along with additional gifts for successful referrals during the 45-day campaign period.

Streamlined Self-Registration

Technicians could self-register via the Asli Hero app, ensuring a frictionless experience—from onboarding to referral tracking.

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Execution Framework

• Campaign Period: 1st September – 15th October 2023
• Structured Guidance: FOS teams provided continuous support to technicians on app usage and lead tracking.
• Real-Time Communication: A dedicated WhatsApp feedback loop enabled regular updates, quick resolutions, and community engagement.

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Outcome

Although final figures are being evaluated, the Asli Hero campaign successfully strengthened the technician ecosystem—resulting in:

• Higher engagement and participation rates
• Improved lead conversions for the target models
• A reinforced sense of pride and partnership among technicians

By turning every technician into an “Asli Hero”, Hero MotoCorp, with AD Vantage’s strategic execution, created a win-win ecosystem—driving business growth while celebrating the hands that keep the brand moving.