AD Agencies
Dentsu Marcom flies away on Hondas’ Activa
MUMBAI: In a bid to reinforce its market leadership, Honda, launched a new campaign for its first personal compact scooter offering under the brand name ACTIVA-I.
The campaign was conceptualised by Denstu Marcom on the brief that the customers desire an automatic scooter for daily commute, which is lightweight, compact and easy to handle yet comfortable for both genders.
Dentsu Marcom NCD Titus Upputuru said, “As children, most of us have played the chidhya udh, totha udh, maina udh game. It’s when we become adults and start leaving our homes and begin earning that we actually start udhna. The game combines with young men and women setting out of homes with optimism to inspire young people to come out of homes and fly. This also brings alive the iconic symbol of Honda, the wing mark, in a refreshing manner.”
Added, agency’s account management VP Abhinav Kaushik, “Today’s young generation is not ridden by any past baggage. They are supremely confident, they think differently, they have a can-do attitude and they are charting new territories. They are willing to ride into the future knowing fully well what they want out of life. This expression udh or ‘ready to fly’ captures the mindset of this generation that has the desire to excel, follow their own direction and happily take on the challenges of the life ahead.”
The campaign works on the approach that Indian youth today finds new ways to show the world that ‘I am standing on my feet, and powering myself on my own dreams and ambitions’. They are affirmative and seek identity independence, in everything they do.
Honda Motorcycle & Scooter India VP Yadvinder S. Guleria said, “From its first family scooter Activa, Honda has always understood the pulse of the nation in its journey as undisputed leader in automatic scooter industry. Addressing the need of today’s customers, Honda has now brought the next revolution in personal lightweight mobility. The new Activa-i empowers Indian customers to be “Ready to Fly”. The Dream mileage of 60kmpl powered by the revolutionary Honda Eco Technology, features like combi-brakes, lightweight and compact design ensures that Honda is the customers trusted partner for every empowering ride.”
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.
