AD Agencies
Minikin DGWorks’ redBus campaign wins best campaign at IAA India 2024
Mumbai: Minikin DGWorks won the “Best Campaign Award” in the Travel, Tourism, and Hospitality category at the IndIAA Awards 2024 for their redBus India “Yeh Time Pass Skip Karo” campaign, in collaboration with Leo Burnett India. The IndIAA Awards, hosted by the International Advertising Association’s India Chapter on August 22, 2024, brought together talent in advertising, recognizing the year’s standout campaigns across 19 categories.
Directed by Mithun R Shaw and produced by Ashish Gole under Minikin DGWorks, the redBus campaign featured six “slice of life” films. They captured the everyday hassles of old-school bus ticketing—long lines, poor seat choices, and uncertainty about seat availability. Both the jingle and the visuals were memorable.
On winning the IndIAA Awards, Director Mithun R Shaw said, “It was a proud moment for me and the team to get our work recognized on a prestigious stage. Special thanks to the creative team at Leo Burnett for trusting us with the scripts. The award validated the passion and dedication we put into these films. As we moved ahead, we looked forward to more such projects and contributing to the digital ad space.”
Minikin DGWorks worked with names like Google, Pepsi, Uber, MakeMyTrip, MTR, Ikea, and Bajaj, showcasing their digital expertise. Their innovative approach suited the digital age, whether on social media or OTT.
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.
