Hero MotoCorp / Pilot-to-Project / 2025

Reimagining golf participation in India

Overview

For over two decades, Hero MotoCorp has championed golf in India, building strong associations with the sport through marquee partnerships and tournaments.

The next chapter required more than sponsorship - it demanded transformation. Hero set out to reposition golf from an elite pursuit to an inclusive, aspirational sport accessible to a wider Indian audience.

Hero MotoCorp’s Mavrick 440, a new addition to their premium segment, needed a dynamic digital presence to complement its launch.

The project focused on designing a responsive website that spanned the entire launch journey-from building anticipation pre-launch to showcasing the bike and driving engagement post-launch.

Watch concept film

Scope

Define and design digital-first interventions that could expand access to golf and reposition the sport for a broader, more inclusive audience.

My Role

I led the overall design strategy from concept to execution, shaping the ecosystem vision while scripting and guiding the creative direction of the brand film.

My Team

Myself, 1 Design Director, 2 Senior UX Designers, 2 Senior Visual Designers, 1 Video Editor

Timeline

4 months

Goal

How might we reimagine golf in India as an inclusive, digitally connected ecosystem - shifting from sponsorship-led visibility to sustained participation and long-term brand impact for Hero MotoCorp?

Design Approach

Hero MotoCorp initially envisioned a basic golfing app. Through exploration, we reframed the opportunity - from building a product to shaping a broader golfing ecosystem.

We structured our thinking in three stages:

The Big Thinking

We expanded the mandate - exploring how Hero could move beyond sponsorship to play a catalytic role in making golf more inclusive, accessible, and culturally relevant.

We reimagined the vision - positioning Hero to make golf more inclusive, accessible, and culturally relevant.

The Landscape

We mapped the ecosystem to uncover unmet needs, systemic gaps, and high-leverage intervention points across participation and engagement.

We mapped the ecosystem - identifying key needs, gaps, and intervention points across audiences.

The Point of View

We distilled insights into a clear strategic direction - defining how Hero could create long-term value through connected, user-centered experiences.

We defined strategic directions - translating insights into user-focused design and brand impact.

Design Highlights

Strategic interventions across the end-to-end golf journey - extending participation and connection beyond the course.

Spanning moments before, during, and after play, these concepts create value for amateur and professional players, spectators, and emerging audiences alike.

Together, they identify new pathways for innovation - enhancing the playing experience while broadening the sport’s reach and cultural presence across the country.

Our design exploration uncovered opportunities across the entire golf journey - before, during, and beyond the game - creating meaningful value for amateur and professional players, spectators, and the wider ecosystem.

These interventions aim to not only elevate the on-ground experience but also expand the cultural relevance and accessibility of golf throughout India.

Impact

A clear strategic point of view on golf’s next chapter earned Hero MotoCorp’s trust and secured the mandate.

The proposed interventions resonated strongly with leadership, catalysing cross-functional alignment across product, brand, and business.

What began as exploration translated into execution - with Hero MotoCorp initiating Phase 1 to build an MVP based on select directions, signalling a tangible shift from sponsorship-led presence to scalable participation.

A glimpse of key spectator-facing screens, designed as part of the MVP currently in development