AD Agencies
Crayons wins 2 golds, 1 silver, and 3 bronzes as India’s largest independent agency at ABBYs
Mumbai: In a triumph for independent spirit and creativity, Crayons Advertising won across categories and campaigns. The independent agency competed against big international names from the industry, relying not on the strength of numbers but on passion and dedication.
The Delhi-headquartered agency’s team took home 2 golds and a silver for a campaign advertising themselves called Creatively Independent Since 1986, 2 bronzes for Woodpecker Beer’s Legally Mandated Glassware campaign and 1 bronze for Clove Dental’s Teeth Have Feelings Too.
Crayon’s chief strategy officer Samir Datar reflected on the wins, saying: “Last year, we took home one bronze ABBY. This year, we proved it wasn’t a fluke, but the start of something bigger. To win for our very own Crayons campaign is especially sweet. We truly believe in what we do, and to win as an independent agency in a field full of massive names felt special. It was an emotional time for each and every team member present, which says a lot about the passion and pride we take in our work. Watch out for us next year!”
Crayons executive creative director Manoj Jacob added, “Crayons, yeah we’re different. We don’t have 100 people ideating with the specific intention of picking up metal, just a handful of damn good people doing damn good work. And these awards are testament to what a small team like ours, can do with just good old day-to-day advertising.”
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.
