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
Myntra revives ‘Fashion ki Adalat’ to put social judgments on trial for International Women’s Day
Courtroom satire stars Lisa Ray and Archana Puran Singh
NATIONAL: Ahead of International Women’s Day, fashion e-commerce platform Myntra has revived its social campaign Fashion ki Adalat, expanding the idea of societal judgment beyond clothing choices.
The latest instalment of the campaign features actor and model Lisa Ray in a satirical courtroom drama that puts everyday scrutiny of women’s choices on trial. Veteran actor Archana Puran Singh reprises her role as the presiding judge, delivering the verdict in a humorous yet pointed narrative.
Set inside a stylised courtroom, the campaign frames the case as “Society vs Her Choices,” turning familiar criticisms into formal accusations. Through humour and satire, the film examines how women’s decisions, ranging from fashion and career to marriage and identity, are frequently judged across different stages of life.
The narrative traces three phases of Lisa Ray’s life. At 18, her independence is framed as defiance. Later, after marriage, her decision not to change her surname is questioned. In midlife, her ambition and bold self-expression are again scrutinised. Each moment is met with sharp retorts that challenge social expectations and reinforce the campaign’s central message: personal expression should not be subject to public approval.
With Fashion ki Adalat 2.0, Myntra is attempting to broaden last year’s conversation from defending individual fashion choices to questioning the impulse to judge them altogether.
“Self-expression is often met with unsolicited scrutiny,” said Myntra head of social media marketing and creator ecosystem Monalisa Panda. “Through this campaign we wanted to spotlight that reality and celebrate individuality across life stages.”
Created and produced by Ideaz Farm, the film was directed by Yash Danak, with creative direction by Katya Mohan and Rishi P Ekta Taak and Prasanna Shetty served as producers, while P Kalyani Sunil handled cinematography.
The campaign forms part of Myntra’s wider push to position fashion and beauty as tools of personal identity and self-expression for younger consumers across India.
