Brands
Hero MotoCorp turns Himalayan prayer flags into first-aid for bikers
MUMBAI: Hero MotoCorp has launched Prayers for Safety, a culturally rooted safety initiative that reimagines Tibetan prayer flags as portable first-aid kits for motorcyclists riding through the Himalayas. Conceptualised by Saatchi & Saatchi India, the campaign addresses a critical gap in rider preparedness across remote, high-risk routes such as Manali and Leh-Ladakh.
Motorcycling in the region has surged in popularity, but unpredictable weather, treacherous terrain and limited access to medical help continue to pose serious risks, particularly for riders using rented motorcycles with minimal safety equipment. Hero’s intervention embeds first-aid essentials into a familiar ritual, transforming an age-old symbol of protection into a practical tool for emergency care.
Traditionally tied to handlebars for good fortune, the redesigned prayer flags double up as compact first-aid kits, allowing riders to carry basic medical supplies throughout their journey. The initiative has been rolled out across key Himalayan biking hubs, with kits distributed through bike rental outlets, bikers’ cafés and specially designed flag dispensers.
By integrating safety into an existing cultural practice, Hero MotoCorp positions rider well-being as a shared responsibility rather than an afterthought. The activation reinforces the brand’s broader commitment to safety-led innovation, using simple, scalable solutions tailored to real-world riding conditions.
Hero MotoCorp Ltd head of marketing Aashish Midha, said the campaign reflects the company’s intent to go beyond commercial outcomes by addressing on-ground challenges where medical access is scarce. Saatchi & Saatchi India chief creative officer Kartik Smetacek, said the idea’s strength lay in turning symbolism into utility, solving a real problem with cultural sensitivity and scale.
Brands
Emami names Dhruv Aggarwal as chief growth officer
Former Bain partner steps in as FMCG firm sharpens growth playbook
MUMBAI: Emami Limited has appointed Dhruv Aggarwal as its chief growth officer, effective 25 March 2026, following the resignation of Giriraj Bagri.
Aggarwal joins the FMCG major from Bain & Company, where he most recently served as partner. With over two decades of experience across consulting and strategy, he brings a global perspective shaped by work across India, the US, the UK and Germany.
During his tenure at Bain, Aggarwal advised consumer, retail and media companies on large-scale transformations, business turnarounds and growth strategies. He was also closely involved with India’s startup ecosystem, guiding early-stage ventures on scaling and digital expansion, while supporting private equity and venture capital firms on investment decisions.
His earlier stints include a brief role at Barclays Capital and operational experience at Jindal Power, giving him a mix of financial and industry exposure.
Academically, Aggarwal holds an MBA from Indian Institute of Management Bangalore and has also been associated with University of Illinois Urbana-Champaign as a PhD candidate and teaching assistant.
The appointment comes at a time when Emami Limited is looking to sharpen its growth strategy in a competitive consumer market. With a seasoned strategist now at the helm of growth, the company appears set to double down on transformation and expansion in the months ahead.
