MAM
GroupM onboards Roshin Mascarenhas as talent acquisition head
Mumbai: GroupM has onboarded Roshin Mascarenhas as the head of Talent Acquisition, South Asia, effective December 2023. She confirmed her appointment on LinkedIn and will be working onsite Mumbai.
The post stated, “Delighted to start my new journey as Head of Talent Acquisition GroupM South Asia. An organisation so progressive, holds collaboration and innovation as its highest values. Through my hiring and onboarding process the one thing that touched my heart personally was the warmth in each interaction and process and the importance to relationships that each individual; I interacted with embodied. I am looking forward to this voyage.”
Prior to this, she has served at several organisations including Network18, Viacom18, Aditya Birla Group, The Walt Disney Company and ABC Consultants.
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.
