AD Agencies
DAN launches data-driven celebrity endorsement and sports marketing agency ‘CLab’
MUMBAI: With the launch of CLab, the media and advertising conglomerate Dentsu Aegis Network, which operates 25 businesses in India, has expanded its footprint into celebrity endorsement and sports marketing.
CLab will deliver solutions that range from brand endorsements, brand integrations, property and content creation to digital associations and sports marketing offerings including in-stadia branding, image rights, associations, activations, live events and appearances.
CLab aims to introduce actionable insights with informed decision-making into the process of celebrity endorsement. Therefore, to address the existing gaps and evolving nuances of the industry, the unit has developed, The Star Matrix, a unique celebrity insights tool. The tool enables both, qualitative and quantitative learning, of the celebrity’s social sphere, giving a deeper understanding of their multifarious influence vis-à-vis their social interactions.
Dentsu Aegis Network – South Asia chairman and CEO Ashish Bhasin said, “We hope to bring a data-based, scientific approach in the area of establishing brand image with the help of celebrity endorsers under CLab.”
CLab ‘mentor’ Posterscope MD Haresh Nayak said, “Our vison with CLab is to bring accountability and informed decision-making in a discipline which functions on perception, probability and gut feeling of advertisers.
CLab aims to break the myth of notional acceptability that has its roots in experimentation rather than information. A team of experts is now in place at CLab to deliver it.”
CLab VP Deepak Kumar said, “If we look at celebrity and sports marketing separately, the two might differ in their operational mechanism but the driving force is common. People, popularity, occasions and influence share the common angle, governing the dynamics of the business. We took timely cognizance of the lacunae and (formed CLab).”
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.
