For riders
Off-road competition reached Indian riders at scale for the first time, with a real path from an online form to a national final.
Hero MotoCorp
India's first nationwide dirt-biking talent hunt. Over a lakh riders signed up; five stages later, one champion rode out of Jaipur.
Most Innovative Event Formate4m Red Carpet Experiential Marketing Awards 2024
Riders who see Hero MotoCorp as a brand that actively supports adventure biking, not just promotes it, and a firm link between the brand and the adventure motorcycle category.
That meant giving off-road riders, pros and first-timers alike, a real platform to compete, learn and be seen.
Off-roading is a niche sport in India with almost no competitive platform. There was no format to borrow, so stages, judging and rulebook were written from scratch.
And the finale site was barren land, with no electricity, no water and no roads.
A first-of-its-kind format by an Indian two-wheeler brand, built to find one champion from a whole country of riders.
Qualifiers ran across the country. Everyone who made it through went to Bengaluru for bootcamp, then to Jaipur for the final.
Each stage tested something different, from simple balance to full rally racing, so the champion had to be a complete rider.
An open form for any rider in India, pro or first-timer.
Pan-India
A slow-race format that judged balance and steady control on the bike.
41 cities
One-day off-road races judging technique and body position.
14 cities
Four days of training with experts, then a race on day five to pick the top 20.
Bengaluru
Classroom sessions, more training, then a rally-format final to crown the champion.
CIT Jaipur
Concept, stage design, judging and rules were all ours. It was the first competition of its kind run by an Indian two-wheeler brand.
Expert training in Bengaluru and classroom sessions in Jaipur meant finalists left as better riders, not just ranked ones.
For the final we built a village from scratch and brought in power, water and access so riders and crews could live on site.
Off-road competition reached Indian riders at scale for the first time, with a real path from an online form to a national final.
The riding community began to see Hero as an ally. The brand now owns a clear link to off-roading and adventure biking, plus a rider network built from the ground up.
