MAM
Rediffusion Y&R stages management reshuffle
MUMBAI: The communications agency, Rediffusion – Y & R, has made top level management changes in its Mumbai and Southern operations.
Group executive vice president – Eastern region Amitava Sinha has been appointed as chief operating officer – East and South, while business head of Mumbai, Neville Medhora, has been promoted as vice president – Mumbai.
Following the exit of Meenakshi Achan, the agency will now have N Padmakumar leading the creative forces at Rediffusion as the agency‘s national creative director.
Sinha’s elevation is a key strategic change leading to the restructuring of the operations of Rediffusion – Y & R in South and East.
Sinha joined Rediffusion Y& R in October 2003 as head of the Kolkata operations and subsequently assumed a group role.
In his career spanning over 25 years, Sinha has worked on various brands including Gold Flake, Wills, Scissors, Eveready, Harpic, Cherry Blossom, Bata, Tata Steel, Berger Paints, Spencer‘s, Ananda Bazar Patrika and IFB.
Said Sinha, “I have been a part of the growth story for East at Rediffusion. I am very excited about the opportunities that the Southern market presents with respect to the multitude of brands that we can work on. I am confident of leveraging the synergies of our talent pool across offices through enhanced collaboration while working very closely with Rajappa.”
Medhora joined Rediffusion Y&R around three years ago. Prior to joining Rediffusion, he was at TBWA, Delhi, as GM – client servicing and has also worked with Saatchi and Saatchi as group account director.
Over the last 15 years, he has worked on brands such as Nano, Taj Group of Hotels, Kingfisher Airlines, Rasna, Orra, Sugarfree, Bombay Realty, Bank of India, Kaya, Adidas, Pedigree, Michelin, Moser Baer, National Geographic and the History Channel.
Medhora added, “Rediffusion – Y&R Mumbai has an eclectic mix of clientele where some great work has been delivered. I will continue to focus on the mandate of driving growth, quality of work and collaborating across offices to deliver world-class communication solutions for our client 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.
