AD Agencies
Percept restructures the Advertising business – MASH Advertising merges with IBD India
MUMBAI: Forget love, mergers are in the air these days. The latest being MASH Advertising with IBD India.
Percept has restructured its advertising business to merge the two entities with effect from 1 April. The restructure will enable Percept to offer better synergies, streamline operations and efficiencies between the two agencies, and provide a greater array of services and solutions to stakeholders.
Rahul Gupta has been elevated to managing director of the merged business wef 1 April. Gupta had set up ByDesign in 1994 to offer strategic brand services based on superior creativity, and in 2007 ByDesign entered into a JV with Percept–Hakuhodo to form IBD India.
Today IBD India offers a complete 360 degree approach in providing brand and marketing solutions to clients. Over the years Rahul has brought invaluable expertise to the many dynamic brands handled by IBD India including SSK Group, Panasonic, PNB Housing, Tupperware, Taj Group of Hotels, K Raheja Corp and Tilaknagar.
Going forward, Gupta’s in-depth knowledge of brands and the dynamics within which they operate will enable him to continue to offer unique and innovative integrated brand development solutions and creative strategies for the many successful brands handled by MASH Advertising and IBD India.
Amitabha Lahiri has been elevated to chief executive officer of the merged business. Lahiri has been associated with the Percept group in different leadership roles for over seven years. He joined as senior vice president, Hakuhodo Percept India and was later elevated to the position of COO during which Hakuhdo Percept witnessed a series of prestigious business wins including Wagon R, Grand Vitara & A-star from Maruri Suzuki, Carrier, Toshiba, Daikin, Unicharm, Sukam and Hindware.
In 2011 Lahiri became CEO of the newly incepted MASH India – a subsidiary of Percept/H, and within a span of two years attained a diversity of prominent businesses including Carrier, Toshiba, Haier, Philips, Kyocera Mita, DLF and Parsvnath. His proficiency on a wide array of businesses will enable to take the newly merged entity to the next level of success.
AD Agencies
Tribes and Omnicom Media win Gold for HSBC Living Hexagon at ET Awards
Kinetic OOH installation turns HSBC’s iconic logo into a living landmark
MUMBAI: Tribes Communication and Omnicom Media have secured a Gold win at the ET Design & Creativity Awards for their innovative out-of-home installation, The Living Hexagon, created for HSBC.
Awarded in the Most Creative Traditional OOH category, the project reimagines one of the world’s most recognisable banking symbols into a dynamic, ever-evolving structure. Designed for HSBC’s International Financial Services Centre presence, the installation was conceived to do more than simply grab attention. It aimed to seamlessly blend into the fast-growing ecosystem of GIFT City.
At the heart of the idea is HSBC’s iconic hexagon, typically associated with precision and consistency. Tribes transformed this static identity into a kinetic structure that responds to natural elements such as wind and light, creating a sense of continuous motion. The result is a visual experience that shifts throughout the day, echoing themes of adaptability and momentum.
Constructed using modular triangular units arranged along a precise geometric axis, the installation moves in synchrony, giving the illusion of a fluid, living form. While the structure evolves with its surroundings, it retains the unmistakable identity of the HSBC brand, striking a balance between innovation and familiarity.
Strategically placed at a key entry point into GIFT City, the installation functions as both a landmark and a statement. It reflects the pace and dynamism of global finance while embedding the brand into the city’s architectural narrative.
With this win, Tribes Communication and Omnicom Media underline the growing role of experiential and design-led thinking in traditional media, proving that even the most established brand assets can find new life when reimagined with creativity and context.
