MAM
ZEEL launches #BreakTheCoronaOutbreak campaign
MUMBAI: As the government of India takes continued efforts to encourage good hygiene behavior to safeguard people against the Covid-19 pandemic, it is critical that people act proactively and take precautionary measures to protect themselves and their loved ones. Zee Entertainment Enterprises Ltd (ZEEL) has taken a first-of-its-kind initiative – #BreakTheCoronaOutbreak, for the well-being of its audiences.
Maintaining basic hygiene by washing your hands regularly has been identified as one of the key steps to prevent the spread of the Coronavirus, as per the World Health Organisation guidelines. As per the Association for Professionals in Infection Control and Epidemiology, on an average, humans could touch their face over 23 times in every waking hour and there could be many such other spontaneous contact points. Repeated handwashing is a precautionary measure to prevent the spread of virus. However, awareness alone cannot drive the kind of behaviour change that is required at scale. Taking the initiative to create a unique reminder for its viewers, ZEE has decided to pause the content across its channels with a 30 second break throughout the day.
Conceptualised by Lowe Lintas, 'pause' will encourage viewers in a creative manner, to use the break to wash their hands. ZEEL chief consumer officer Prathyusha Agarwal said, “As a responsible national television network which entertains 588 million individuals every week, it is our duty to educate and encourage every citizen to adopt and practice healthy habits to fight this pandemic. While several brands are driving awareness around good hygiene, we believe this initiative to pause content and remind our audience to wash their hands will actually drive behavior. Pausing our content when the audience is most engaged will act as an in-home trigger to wash hands and contribute towards combating the spread of the outbreak.”
Lowe Lintas COO Sagar Kapoor said, “Having worked on health and hygiene brands for years, my learning is no matter how much we remind people for washing hands, there will always be laggards. Its importance is at a peak in today’s situation. Hence, a straightforward reminder to wash hands with soap.”
#BreakTheCoronaOutbreak initiative has been rolled out across 40+ channels of the ZEE network, collectively reaching approximately 588 million individuals across the country every week. As a responsible organisation, ZEE aims to support the authorities in their awareness drive against the COVID-19, through a sharp behavioural reminder using its strength as a television network to reach out to the length and breadth of the country.
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.
