AD Agencies
Fork Media launches Hauterfly catering to premium lifestyle content
MUMBAI: Ad technology network Fork Media has launched Hauterfly (www.thehauterfly.com), a new digital destination aimed at millennial women interested in high quality fashion and lifestyle content. The launch of the platform is in sync with Fork’s expansion plans into premium digital content in the competitive lifestyle space.
The brainchild of former fashion and lifestyle editor Zahra Khan, who helms Hauterfly as editor in chief and CEO, the stylish site seeks to influence how urban Indian women spend their time and money online by creating original stories around fashion, beauty, décor, tech and lifestyle.
Fork Media CEO Sama Verma says, “Hauterfly is our first step towards building strong publishing assets under Fork. We see it as a natural progression, considering our strong focus on native advertising. The plan is to incubate and fund many more such disruptive content verticals under the Fork Media network with an objective to build a stronger connect with our audiences. In Zahra we have found an extremely capable founder for this venture, as she has over 13 years of experience in the fashion, lifestyle and luxury business, and comes with a deep understanding of the pulse of consumers.”
Khan adds, “Hauterfly is focused on engaging millennial women in a meaningful way, by giving them relevant, fun and useful style and beauty advice. As an independent, digital-first media startup, we’re setting the standard for premium lifestyle content online. Our audience connects with content in a way that’s very meaningful for brands, leading users from an editorial experience to a shoppable one. Keeping this in mind, we’re also launching a men’s vertical called Superfly very soon, which will target urban Indian men looking for original, approachable style content. We’re architecting a formidable media brand with these two ventures, as they’re poised to become vital destinations for brands looking to engage with millennial women and men.”
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.
