Mumbai: Motorcycling across the Himalayas—particularly routes such as Manali and Leh-Ladakh—has emerged as one of India’s most sought-after adventure experiences. However, the thrill of riding through high-altitude terrain often comes with significant risks, including unpredictable weather, rugged roads and limited access to medical assistance. Addressing a critical gap in on-ground safety preparedness, Hero MotoCorp has launched ‘Prayers for Safety’, an innovative initiative that transforms traditional Tibetan prayer flags into portable first-aid kits for bikers.
Conceptualised by Saatchi & Saatchi India, the campaign reimagines the iconic prayer flags—long associated with protection and well-being—as a functional safety solution tailored for riders navigating remote Himalayan routes. The initiative draws from a deeply ingrained cultural practice, where bikers often tie prayer flags to their handlebars as a symbol of faith and protection during their journey.
By embedding essential first-aid supplies within the prayer flags, Hero MotoCorp has merged symbolism with practicality, encouraging riders to carry safety essentials without disrupting existing riding rituals. The initiative has been rolled out across key biking hubs in Manali and Leh-Ladakh, with the kits made available through bike rental outlets, bikers’ cafés and custom-designed flag dispensers.
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.”
Commenting on the creative approach, Kartik Smetacek, Chief Creative Officer, Saatchi & Saatchi India, said, “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.”
