"The Prayers for Safety campaign is one of those ideas that’s really close to our hearts because it genuinely stands for doing something good. While there was obviously a commercial objective with Hero MotoCorp and the launch of the X-Pulse 210, we wanted to create something that would make a real social impact. We didn’t want to make just another road safety campaign.
The insight came from culture. Prayer flags are almost ubiquitous across the Northeast and the Himalayan regions, where these biking journeys happen. Riders tie them to their handlebars because they consider them auspicious. We simply asked ourselves—what if these prayer flags could do more? That’s when we transformed them into first-aid kits by adding Velcro pouches carrying essential medical supplies. It solved two problems at once. Riders would automatically carry first aid with them without having to adopt a completely new behaviour. Instead of riding only with prayers, they would now ride with prayers and safety.
The campaign also complemented the launch of the Hero X-Pulse 210, a machine built for rugged terrains such as Leh-Ladakh and other challenging geographies. We felt that if Hero was encouraging riders to explore these adventures, the brand also had a responsibility to ensure those adventures were undertaken safely.
The shoot itself was an experience I’ll never forget. The remoteness of Ladakh was one of the biggest challenges—if anything went wrong, the nearest help could be anywhere between five and 50 kilometres away. Then there was the altitude. Normally, you’re advised to spend 24 hours acclimatising after landing, but we landed and in three hours, we’re shooting at Khardung La. We constantly carried portable oxygen cylinders because, for people coming from the plains, functioning at that altitude isn’t easy.
What stayed with me even more than the landscape was the kindness of the people. Physically, it was a challenging shoot, but mentally, we always felt looked after.
Casting was straightforward because we never wanted actors—we wanted real bikers. Alongside experienced riders, we brought in enthusiastic first- and second-time bikers, because they are often the ones who underestimate the importance of carrying first aid.
Hero MotoCorp was incredibly supportive throughout. From Ashish Midha, their CMO, to the entire brand team, everyone believed in the idea. They didn’t stop at distributing the flags in biker cafés and rental stores across Ladakh—they also made them available at Hero’s premium dealerships where the X-Pulse is sold. The response exceeded expectations. More than 10,000 prayer flag kits were picked up in a single riding season without any conventional advertising push. The response has even prompted discussions around a second season—perhaps the strongest validation any idea could receive.”
IMPACT’S PICK
‘Prayers for Safety’ - Hero MotoCorp
ABOUT BALAKRISHNA GAJELLI AND CHETAN KAPOOR
Balakrishna Gajelli, Executive Creative Director, Saatchi & Saatchi India and Chetan Kapoor, Senior Creative Director, Propagate India, bring together decades of experience in creating culturally resonant and purpose-led ideas. Their work spans brands and platforms, with campaigns that combine creativity with real-world relevance. From earlier digital initiatives such as Tata Capital’s Half Stories to Hero MotoCorp’s Prayers for Safety, the duo has consistently explored how a simple cultural insight can be transformed into meaningful brand action.
BEST WORK
‘Adventure Essentials’ – Hero X-Pulse
‘Clowns’ - Audi
CAMPAIGNS WE LOVE
‘Infinitely More’ - Visa
Influencer Campaign on Bas Kar Bassi
