Hero MotoCorp has launched a new safety initiative for motorcyclists travelling in the Himalayan region, where long distances, difficult terrain and limited access to medical facilities pose risks for riders.
Motorcycling routes across Manali and Leh-Ladakh attract large numbers of riders each year. Many, particularly those hiring motorcycles locally, begin these journeys without basic first-aid supplies. To address this, Hero MotoCorp introduced Prayers for Safety, a campaign conceptualised by Saatchi & Saatchi India.
The initiative adapts traditional Tibetan prayer flags into compact first-aid kits designed for bikers. Prayer flags are commonly tied to handlebars as symbols of protection and well-being. Under the campaign, the flags have been redesigned to include essential medical supplies, allowing riders to carry first aid as part of an existing cultural practice.
The kits have been distributed across major biking hubs in Manali and Leh-Ladakh through motorcycle rental outlets, bikers’ cafés and dedicated flag dispensers. The approach aims to integrate basic medical preparedness into routine riding behaviour in areas where professional help may not be immediately available.
Speaking about the activation, Aashish Midha, Head of Marketing, Hero MotoCorp Ltd., said, “At Hero MotoCorp, rider safety is not an afterthought – it’s a fundamental part of who we are and what we stand for. As the world’s largest manufacturer of motorcycles and scooters, we recognize that true mobility means ensuring every rider, every family and every community returns home safely. We believe rider safety is a shared responsibility, especially in environments where basic first aid or medical help is not easily accessible. Prayers for Safety reflects our intent to go beyond business revenue by addressing real on-ground challenges through simple, culturally rooted solutions.”
Kartik Smetacek, Chief Creative Officer, Saatchi & Saatchi India, added, "This was one of those ideas that was as useful as it was clever. Not just to identify the problem, but to solve for it in such a simple, elegant way – by transforming something symbolic into something practical. Huge credit to our wonderful clients at Hero MotoCorp for backing the idea and rolling it out at scale.”
