AD Agencies
Shantanu Sapre takes charge as chief business officer at MullenLowe Lintas Group
MUMBAI: Shantanu Sapre, a seasoned advertising leader with more than 25 years in the business, has been appointed chief business officer at MullenLowe Lintas Group. He stepped into the role in July after a three-year entrepreneurial run, where he was involved in tech start-ups building mobile apps in ticketing, quizzing and fantasy sports.
Sapre is no stranger to the agency. Over a 15-year stint at MullenLowe, he rose from executive vice president to president, steering some of its biggest business units and contributing nearly a quarter of its India revenues at his peak. He was instrumental in driving the agency’s “hyperbundling” solutions, pushing digital transformation, and broadening its client roster beyond FMCG to online, fashion, sport and media brands.
Earlier in his career, Sapre held leadership roles at Leo Burnett, TBWA, Euro RSCG and MTV Networks India, where he helped launch Viacom Brand Solutions. His portfolio includes campaigns for Bajaj Auto, Surf, Axis Bank, Johnson’s Baby, Burger King, FirstCry and Mumbai Indians. In 2015, Campaign Asia named him Account Person of the Year.
Back at MullenLowe, Sapre is expected to lean on his blend of big-agency heft and start-up agility to sharpen the group’s growth strategy, deepen client relationships and accelerate digital-led innovation.
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.
