New Delhi/Mumbai, 5th May 2026: Tribes has won Gold at the Montreux Awards for its work on The Living Hexagon for HSBC India, placing the campaign among globally recognised creative work across design and communication.
At a time when most brand assets remain static, The Living Hexagon explored a different approach: what if a logo could exist beyond surfaces and behave like part of a space?
Built as a kinetic installation at GIFT City, the structure embeds the elements of wind and light, dynamically being alive through the day while retaining the integrity of HSBC’s iconic hexagon. The result is not just a visual installation, but a system that enhances its surroundings.
The idea was simple: not to create something that demands attention once, but something that reveals itself differently over time. In doing so, the work moves away from conventional formats and towards a more immersive, spatial way of storytelling.
Gour Gupta, Chairman, Tribes, said “This started as a question, how do you work with something as iconic as the HSBC hexagon and still make it better? The answer wasn’t in redesigning it, but in letting it exist differently. Winning at Montreux is special because it comes from a global creative lens.”
The campaign had earlier been recognised at the ET Design & Creativity Awards, but the Montreux win places it within a broader international context, where ideas are evaluated for both originality and how they live in the real world.
The recognition also reflects a larger shift in how brands are approaching visibility, moving from adding messages into spaces to creating work that has an embedded meaning while becoming part of the immediate ecosystem itself.
About Tribes:
Tribes is a US$ 100+ million integrated marketing communications agency, specializing in Out-Of-Home (OOH), Experiential, Events, Digital, and Rural and Retail solutions, Sports Marketing and Celebrity Management. It is India’s most awarded agency with 600+ awards, 450+ active client base, and a nationwide presence with 17 offices, delivering immersive formats with unmatched reach and scale. We excel in creating immersive and impactful brand experiences that captivate and engage audiences and empower brands.
