MAM
Tribes backs TRIOOH with strategic investment to turbocharge OOH play
New Delhi: Tribes Communications is doubling down on out-of-home advertising, taking a strategic stake in TRIOOH as it chases scale, sharper tech and a bigger slice of India’s fast-evolving media market.
The investment brings together one of India’s most awarded integrated agencies and a rising, technology-driven OOH specialist, in a bid to deliver broader reach, smarter targeting and more measurable impact for brands.
Tribes, which works with more than 450 brands and clocks annual capitalised billings of over Rs 1000+ crore, has been building an expansive marketing ecosystem across channels. The TRIOOH deal adds muscle to its omni-channel offering and tightens its grip on the communications market.
Gour Gupta, chairman at Tribes Communications, called the move a growth play with a technology edge. “I am delighted to welcome TRIOOH to the Tribes family and look forward to building a powerful growth journey together. We continue to deliver best-in-class tech solutions at scale and constantly invest in strengthening our capabilities. Our investment in TRIOOH is a strategic step toward expanding our OOH and experiential footprint. Anuj and his team at TRIOOH bring strong technology-led innovation, execution excellence and a marquee client base, and are a strong cultural fit for us at Tribes. Together, we will be able to offer our clients more integrated, data-driven and scalable tech solutions,” he said.
TRIOOH arrives with a client list that includes Meta, Qualcomm, VinFast, Bharat Taxi, Snabbit and other global and high-growth brands. Its campaigns blend traditional formats with digital and data-enabled OOH across markets.
The pitch is complementary. Tribes brings brand strategy, media planning, creative and experiential firepower. TRIOOH adds execution depth and next-generation OOH products. The combined offer promises reach, creativity, data intelligence and on-ground delivery in one package.
Anuj Bhandari, founder and ceo at TRIOOH, framed the deal as a step-change moment. “This partnership with Tribes marks a transformative milestone for TRIOOH. Tribes’ stature as India’s most awarded integrated communications agency, its expansive client relationships and national footprint, combined with Gour’s vision and leadership provide us the ideal platform to scale rapidly. Together, we will deliver smarter, more innovative and highly measurable OOH solutions for brands,” he said.
Jasmeet Singh, co-founder at TRIOOH, pointed to a structural shift in the medium. “OOH is rapidly evolving from static visibility to intelligent, data-led impact. This partnership allows us to accelerate that shift at scale, combining TRIOOH’s technology-first OOH capabilities with Tribes’ integrated strategic and creative strength to build truly outcome-driven brand experiences,” he said.
A key selling point for TRIOOH is its technology stack. The firm has pushed digital screens, programmatic OOH buying, real-time campaign monitoring, audience analytics, geo-targeting and dynamic content optimisation. Plugged into Tribes’ data, media and creative systems, those tools aim to give advertisers tighter targeting, greater transparency and clearer returns.
The tie-up creates synergies across strategy, planning, technology, creativity and execution. Tribes’ clients gain access to specialised OOH tools, while TRIOOH taps into a large client network and integrated capabilities.
The deal also signals Tribes’ appetite for partnerships that expand its ecosystem. The agency positions itself as a $100+ million integrated marketing communications group spanning OOH, experiential, events, digital, rural and retail solutions, sports marketing and celebrity management. It counts 600+ awards, 450+ active clients and 17 offices nationwide.
TRIOOH, for its part, sells itself as an end-to-end OOH player covering planning, buying, execution and event solutions, with a focus on partnerships and data-led planning. It is also in talks for further strategic investments from larger agency groups as it looks to cement its position as a future-ready OOH player.
In a market where outdoor media is turning digital, data-rich and accountable, both firms are betting that scale plus software will win. The billboards are getting smarter and the race for eyeballs is moving outdoors at full speed.
Brands
Tommy Hilfiger unveils Spring/Summer 2026 watch collection
Checo Pérez fronts campaign blending F1 energy with Classic American Cool.
MUMBAI: Checo Pérez just traded the racetrack for the wrist game because when a Formula 1 star says time flies, he means it literally. Tommy Hilfiger Watches & Jewellery has launched its Spring/Summer 2026 collection, fusing modern craftsmanship with the brand’s signature Classic American Cool aesthetic. Global ambassador Checo Pérez, one of motorsport’s biggest names, headlines the campaign, infusing the line with high-octane confidence and relaxed sophistication.
Pérez said, “I’ve been a fan of Tommy Hilfiger since my childhood. The brand’s classic heritage style feels natural to me relaxed, confident and easy to wear. This watch collection blends modern innovation with the quality and tradition Tommy Hilfiger is known for.”
The men’s lineup is led by the bold Bank chronograph (44mm case, aluminium pusher guards, tachymeter bezel), powered by a Japanese chronograph movement and available with integrated bracelets or genuine leather straps. Other designs include the TH Oxford, featuring a textured dial inspired by the brand’s iconic Oxford shirt.
For women, the collection offers refined femininity through pieces like the 22mm Norah (slim two-tone case, navy patterned dial with Roman numerals) and the new Mackenzie (geometric bezel, frosted dial that catches light with subtle sparkle).
Shot against vintage cars and effortless style, the campaign captures the spirit of modern motorsport while celebrating timeless, versatile design suited for daily wear or statement moments.
Manufactured by The Movado Group Inc. under licence from Tommy Hilfiger and distributed in India by Titan Company Limited, the Spring/Summer 2026 Watches collection is now available.
In a world where time waits for no one, Tommy Hilfiger isn’t just keeping pace, it’s racing ahead, proving the perfect watch doesn’t just tell time. it tells your story, lap after stylish lap.
