MAM
upGrad teams up with SonyLIV for new series ‘Khud Ke Liye’
Mumbai: Ed-tech major upGrad has taken its original content game a notch higher with the launch of a multi-starrer anthology film titled “Khud Ke Liye.” Conceptualised and written by The Glitch’s digital-first division – Flux, the film series is currently streaming on upGrad’s YouTube channel and streaming platform, SonyLIV.
The series emphasises the fact that the absence of ‘life-long learning’ in the era of constant evolution adds tremendous pressure on working professionals, without having them realise it. This jeopardises their professional growth and mental well-being in the long run. “We wanted to depict the most ordinary of lives, with their self-consciousness erupting from an uncomfortable incident or series of events, which leads them to choose higher education. The idea was to make the characters brave but at the same time relatable and vulnerable, to appeal to the potential audience and consumers,” said Flux creative director Tathagata Ray.
Besides Flux, two other production houses Melting Clock and Upward Fall Films also collaborated on the series over a period of three weeks, the company said.
“We are committed to making quality and affordable higher education a reality for millions. Our strategic partnership with India’s leading OTT player SonyLIV to tap into the right set of audience is another step forward in that direction,” commented upGrad head of marketing Ankit Khirwal.
Speaking on the association, SonyLIV head – ad sales revenue Rnajana Mangla stated, “At SonyLIV, we believe in offering unique and relevant entertainment to our viewers. The upGrad original ‘Khud Ke Liye’ hence is the perfect fit. We are excited to bring this thought-provoking anthology for our diversified audience.”
“While the world competes to break formats, score big on innovations, and run behind short video-led engagements, we wanted to do something a little less conventional,” remarked Flux associate VP – content strategy and business Varun Anchan. “Leveraging the roots of branded content, we tried to bring back long-format storytelling through this content series. With upGrad, we saw mutual respect for long-form and thus entered OTT with #KhudKeLiye.”
Directed by filmmakers Rahul Nangia, Smrutika Panigrahi, and Pranjal Vaid, the three independent films “Pehchaan,” “Saahas,” and “Koshish” depict the real-life journeys of upGrad alumni. The cast comprises names such as Priya Bapat, Sharib Hashmi, Tanmay Dhanania, Alam Khan, Jihaan Hodar, Maya Sarao, Joy Sengupta, and Shiwangi Peswani.
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.
