MAM
Happy Eco-Friendly Holi from ACC
MUMBAI: As a responsible corporate brand with a long legacy, ACC has always endeavoured to promote sustainable building materials and practices. This eco-friendly brand DNA has permeated into ACC’s latest digital film, promoting eco-friendly Holi celebrations.
Conceived by 82.5 Communications and produced by Brooomsticks, the film features a contractor Dhaniram and his daughter, as the key protagonists.
In this particular film for Holi, inspired by her dad’s ‘modern’ choices of eco-friendly building materials from ACC, the daughter and her friends hatch a plan to play an eco-friendly Holi – with natural colours and no water.
82.5 Communications chairman and chief creative officer Sumanto Chattopadhyay said, “One eco-friendly act can inspire many more. Just as Dhaniram inspires his daughter to find an ingenious way to play an organic Holi, I hope ACC’s range of eco-friendly products inspire thousands of home-builders across India to create eco-friendly homes.”
ACC Limited chief marketing officer Ashish Prasad added, “ACC is among the first of Indian companies to include a commitment to environmental protection as one of its corporate objectives. ACC has always been committed towards sustainability and towards practices that progressively draw lesser natural resources. Our concrete bricks and blocks, no curing plaster and one of our premium cements are a testament to our ‘Karein Kuch Kamaal’ philosophy. With this film, we hope to have raised awareness about the need to play a safe and eco-friendly Holi.”
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.
