MAM
Lodestar UM wins BMW India’s integrated media mandate
Mumbai: Mediabrands India Network’s Lodestar UM has successfully retained the luxury auto giant, BMW’s integrated media duties. The win came on the heels of a competitive multi-agency pitch held from March to October.
Lodestar UM’s renewed mandate for BMW spans the entire media spectrum, including mainline, digital, out-of-home, events, and special projects, with an ongoing focus on cementing BMW’s product superiority and attracting newer, more upwardly mobile people to the premium auto segment. The account will continue to be led out of the agency’s Gurugram office.
Speaking about the momentous development, Lodestar UM CEO Aditi Mishra said, “We are thrilled to be chosen as the integrated media partner for an iconic global brand like BMW. The continuation of our five-year-old journey speaks volumes about how successful the partnership has been in making BMW one of the most desirable brands in the country. The premium auto market in India has witnessed stellar growth in 2022, and there is a growing opportunity to welcome new customers to this segment. The adoption of our proprietary futureproof planning process will continue to unleash maximum value by connecting BMW to its audiences through seamless journeys across touchpoints.”
Lodestar UM is the India arm of UM, a global media agency committed to future-proofing our clients’ businesses for the now and the future. We leverage the transformational power of rich business analytics and real-time intelligence to maximise growth and activate the full consumer journey across content and connections. Our consultative approach and agile model, rooted in diversity, equity, and belonging, drive better business outcomes for brands.
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.
