MAM
Major rise in spending of consumer durables category: CAM report
MUMBAI: Integrated entertainment and retail marketing company Interactive Television, in collaboration with IPSOS-MEDIA CT, released its CAM report for December 2014. The detailed trends and tracker are for the movie PK.
The highlights are as follows:
With 415, there were a high number of brands active on cinema in the last 17 rounds of CAM. This is also the first time that CAM has observed a high number of national brands being present on cinema. A total of 106 new brands tested cinema as an advertising medium for the first time with the movie PK during the month of December 2014. There has been a 54 per cent increase in number of brands active on cinema with the movie PK in December as compared to the CAM round held in November. There has been a major increase in spending of consumer durables category from 32 per cent in November to 85 per cent in December.
A maximum number of 7402 spots played with PK which was Bollywood’s highest grossing film of all time. In the automobile category it increased from18 per cent in November to 71 per cent in December 2014. Finally for the travel accessories category, spending increased from 4 per cent in November to 68 per cent in December 2014.
Choc On has been number one brand on cinema for the last one year. Manyavar garments increased its spending and surpassed Choc on to become number one brand during the December CAM Round. Interestingly the second spot among the top brands is equally distributed among four brands namely; Chocon, High Sierra, Kotak Mahindra Bank and Syska LED Lights at par with 59 per cent.
Olx has a 19 per cent higher brand recall than Choc on with 13 per cent in spite of screen presence of Choc On with 118 screens being more than Olx, which had 86 screens. It was also noticed that the majority of top spenders play 30 seconds ad on cinema. Food and beverage continues to be the top category on cinema in the last one year and has emerged as a biggest spender on this medium.
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.
