About the Client

Our client, Hero MotoCorp, the world’s largest manufacturer of two-wheelers, and always prioritizes relationships beyond sales—especially with the frontline influencers who impact consumer choices daily: mechanics and garage owners. Recognizing their pivotal role in recommending genuine spare parts and services, Hero continues to invest in meaningful, on-ground engagement through mechanic-centric initiatives.

What is a Mechanic PGM Meeting?

Mechanic PGM (Program) Meeting is a focused brand-led engagement platform designed to connect directly with independent mechanics and garage owners. For this year’s event, Advan executed a fruitful campaign that served as interactive training, awareness, and relationship-building sessions, accompanied by product demonstrations, entertainment, and loyalty program sign-ups.

Objective

The core objectives of the Hero’s Mechanic PGM Meeting campaign were to:

• Strengthen brand connect with grassroots influencers (mechanics and garage owners)
• Educate participants about new SKUs, product benefits, and genuine parts
• Introduce and promote the Hero Asli Loyalty Program, encouraging app downloads and engagement
• Foster loyalty and create brand advocates through incentive-based interactions and recognition
• Collect on-ground feedback and insights into mechanic needs and market trends

Target Audience

The campaign designed by Advan focused on:

• Independent mechanics and small garage owners across South India
• Mechanics who directly influence two-wheeler service, repair, and spare parts recommendations
• Both urban and semi-urban workshops, with high footfall and product influence

About the Campaign

Hero partnered with Advan to execute a series of Mechanic PGM Meet-ups across South India. The campaign blended training, loyalty integration, and entertainment in a cohesive event format that was both informative and engaging.

Key Engagement Elements

• Product Awareness Sessions: Mechanics were introduced to the latest Hero spare parts, benefits of genuine products, and servicing best practices
• Hero Asli Loyalty Program Enrollment: Promoters onboarded mechanics onto the Hero app, assisting them in registration and explaining reward mechanisms
• Interactive Spin Wheel Game: A popular engagement activity where participants could win Hero-branded freebies, adding fun and excitement to the meet
• Recognition & Incentives: Mechanics were acknowledged for their loyalty and introduced to future reward opportunities through the loyalty program
• Promoter Deployment: Advan deployed trained promoters at every venue to ensure smooth registrations, explain product benefits, and support app downloads

Execution

• Our team executed the campaign across multiple strategic cities and regions in Tamil Nadu, Karnataka, Kerala, and Andhra Pradesh
• Advan handled end-to-end logistics, including stall setup, branding, staff management, reporting, and real-time support
• All meet-ups were localized for language and culture, ensuring better receptivity and relevance among mechanics

Outcome

The campaign delivered substantial impact for the client across all KPIs:

• Hundreds of mechanics engaged, educated, and enrolled in the loyalty program
• Increased awareness of genuine Hero parts, leading to improved recommendation rates at the retail level
• Significant spike in Hero Asli Loyalty App downloads and activations
• Strengthened emotional and professional connect between Hero and its key service influencers
• Feedback collected from mechanics helped shape future engagement strategies and identify areas for product/service improvement

Conclusion

The Hero Mechanic PGM Meeting Campaign, supported by Advan, demonstrated the effectiveness of grassroots engagement in driving loyalty, education, and repeat business. By turning every meet-up into an opportunity for training, interaction, and fun, Hero successfully deepened its bond with the very influencers who keep its machines—and reputation—running strong.