AD Agencies
Dentsu International merges The Story Lab with C’Lab in India
NEW DELHI: Dentsu International has announced the merger of its celebrity, influencer, and sports marketing division C’Lab with its global branded content division The Story Lab (TSL) in India. Deepak Kumar, erstwhile director C’Lab, will now lead the business in India as country head TSL.
The unification of these two agencies is aimed at simplifying clients’ needs in the content space and leverage TSL’s footprint and IPs across the globe. The merged entity will operate under the TSL brand and further strengthen its foundation in the country.
For the record, TSL is a global content specialist that inspires and delivers innovative content solutions. These solutions, in-turn, help in creating connect with audiences and thus, deliver value to clients and partners. Some of its popular IPs are Game of Clones, Ninja Warrior, No Sleep No FOMO, and a host of other exclusive IPs and branded content properties. C'Lab, meanwhile, specialises in creating tactical content in the space of sports and entertainment. In its last three years of operations in India, C’Lab has created some very effective campaigns with celebrities and influencers.
With the merger of these two entities, TSL will work with brands to innovate the art of storytelling. It will also introduce global learnings into the local market, infused with local understanding. The merged capability will help enhance the current offering and provide access to global IPs with local flavor.
Kumar said, “‘Content is king’ is an old adage but the relevance continues. Its significance, in fact, has increased manifold during the lockdown and further fueled with the advent of newer platforms. It’s an exciting and challenging time to be in this business wherein harnessing a brand’s interest and relevance to the consumer will be the key guiding force for us.”
dentsu COO India – media brands Haresh Nayak added, “As we enter an era of simplification, this move will only help clients achieve single-window content solutions. TSL will redefine content across multi-platforms and multi-devices, offering brands immersive experiences. Our global and local experiences will only help brands to get the best of both worlds.”
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.
