MAM
FTA Global adds AI-powered punch with Rohit Salian as VP brand & strategy
MUMBAI: When creativity meets code, the sparks can light up a brand. That’s the bet FTA Global is making with the appointment of Rohit Salian as vice president for brand & strategy, a role that also hands him the reins of the company’s freshly minted FTA Creative Labs. The new-age marketing company wants to rewire how campaigns are imagined, merging human imagination with artificial intelligence to craft brand stories that are scalable, insight-rich and, in their words, “future-defining.”
Salian, with over 12 years in the advertising trenches, has worn multiple creative and strategic hats at NP Digital India, Oliver+, Creative Land Asia and others. His portfolio packs heavyweight campaigns from the brand revamp of Standard Chartered India to Reliance Jio’s blockbuster launch plus Effies for Good-winning work.
In his dual mandate, Salian will shape FTA Global’s brand playbook while building Creative Labs into an innovation hub that treats AI not as a threat, but a collaborator. “We’re building a space where campaigns are not just made, but imagined differently with speed, scale and soul,” he said.
FTA Global founder & MD Senthil Kumar Hariram calls the move “transformative,” adding that Salian’s mix of brand ecosystem know-how and creative vision will “push boundaries and redefine the way brands communicate in a digital-first world.”
If all goes to plan, FTA Global won’t just ride the AI wave, it’ll be busy teaching it how to surf.
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.
