Strengthening Hero MotoCorp’s Bond with Mechanics: The Mechanic PGM Meeting Campaign

Posted on November 07, 2025

Hero MotoCorp, the world’s largest two-wheeler manufacturer, has always believed in building relationships that go beyond sales. Among its key partners are frontline influencers — independent mechanics and garage owners — who play a critical role in guiding consumers towards genuine spare parts and services. Recognizing their importance, Hero invests in on-ground, mechanic-centric initiatives that educate, engage, and reward these stakeholders.

What Is a Mechanic PGM Meeting?

Mechanic PGM (Program) Meetings are brand-led engagement platforms designed to connect directly with independent mechanics and garage owners. These meet-ups combine training, product awareness, entertainment, and loyalty program integration, creating an interactive experience that strengthens relationships while promoting Hero’s products and services.

Campaign Objective

The 2025 Mechanic PGM Meeting campaign, executed by Advan, focused on:

• Strengthening Hero’s connection with grassroots influencers
• Educating mechanics about new SKUs, genuine parts, and product benefits
• Promoting the Hero Asli Loyalty Program and encouraging app engagement
• Driving loyalty and brand advocacy through incentives and recognition
• Collecting real-time feedback to understand mechanic needs and market trends

Target Audience

The campaign targeted:

• Independent mechanics and small garage owners across South India
• Professionals directly influencing two-wheeler service and spare part recommendations
• Workshops in urban and semi-urban areas with high footfall and product impact

Campaign Highlights

• Product Awareness Sessions: Introduced mechanics to Hero’s latest spare parts and best practices for genuine product usage.
• Hero Asli Loyalty Program Enrollment: Assisted mechanics with app registration and reward explanations.
• Interactive Spin Wheel Game: Added excitement with Hero-branded prizes for participants.
• Recognition & Incentives: Acknowledged mechanics’ loyalty and highlighted future rewards through the loyalty program.
• Promoter Support: Trained promoters ensured smooth registration, product explanation, and app assistance.

Execution Strategy

• Conducted meet-ups across strategic cities in Tamil Nadu, Karnataka, Kerala, and Andhra Pradesh.
• Managed end-to-end logistics, including stall setup, branding, staff management, and reporting.
• Localized the experience to language and cultural nuances for maximum engagement.

Results & Impact

• Engaged and educated hundreds of mechanics, boosting awareness of genuine Hero parts.
• Significant growth in Hero Asli Loyalty Program downloads and activations.
• Strengthened emotional and professional bonds between Hero and key service influencers.
• Collected valuable feedback to inform future product and engagement strategies.

Conclusion

The Hero Mechanic PGM Meeting Campaign, executed by Advan, proves that grassroots engagement drives loyalty, education, and advocacy. By combining training, interaction, and fun in every meet-up, Hero deepened its relationship with the very influencers who keep its machines — and reputation — running strong.