Tribes Communication had a standout run at Goafest 2025, clinching a Grand Prix besides several other metals. In this interview, Gour Gupta, MD & chairman of Tribes Communication, speaks with Geetika Srivastava about how to build an idea-first, medium-agnostic agency at a time of rapid consolidation, and why he believes independence and speed are Tribes’ biggest strengths. Excerpts:
Tribes had a remarkable run at Goafest this year, bagging a Grand Prix and several metals. What did it take?
Having evolved from being part of the DDB network group, a few years ago Tribes acquired full ownership and took a courageous and strategic leap toward building an independent agency. When you’re a part of a global network agency, creative recognition comes through the collective strength of the network. But with Tribes, we’re building something new from the ground up—crafting our own creative legacy. Our Goafest wins reinforce our positioning as India’s leading non-traditional creative agency and affirm the power of independent thinking in delivering standout work.
What changes would you like to see in the awards ecosystem to better accommodate experiential and OOH work?
OOH and Experiential categories in Indian award forums are often underrepresented compared to global platforms. International awards have thoughtfully divided sub-categories into Special Build, Transit Medium, In-store Experience, etc. Indian platforms lack clear segmentation within these categories, with traditional OOH often being limited to print or posters.
Equally important is jury orientation. A lot of content and digital work is winning in Experiential and Activation. Jurors must be well-versed in the specifics of OOH and Experiential to ensure fair evaluation. Ultimately, the winning work must be experiential or OOH-first.
How do you ensure creative innovation and relevance in an increasingly digital and format-fluid advertising environment?
Our approach is simple: idea-first, medium-agnostic. We don’t begin with the format—we begin with the most engaging way to connect with people. Sometimes that’s tech-enabled, sometimes physical, or a cultural nuance.
Every campaign now has to work even harder. Initially, if it was an OOH campaign, it was just isolated to an OOH environment. Now we need to design campaigns with tech and social media integration. There’s a shelf life about campaigns that extends beyond the original medium. Creative teams have also evolved from traditional to digital formats and three-dimensional visualisations of the medium.
Many mainline and digital-first agencies are now entering the OOH and experiential space. How do you view this influx, and what gives Tribes an edge?
It’s interesting to know that more mainline and digital-first agencies are exploring OOH and experiential mediums. However, there’s a clear difference between simply extending a campaign into these spaces and crafting ideas that are OOH and experiential at heart. At Tribes, we’ve built a deep, channel-native understanding of how to create impact in physical spaces—whether it’s through immersive experiences or OOH innovations. Our edge lies in designing campaigns where the medium isn’t an afterthought but central to the idea itself. It’s not just about visibility—it’s about creating moments that people experience, remember, and share. That’s where we lead.
The ad industry is witnessing a wave of consolidation. How is Tribes navigating this shift?
Tribes is uniquely positioned—we’re the only independent agency in the country to have bought our stakes from a network agency and used that momentum to expand. While many are consolidating under holding companies, we chose independence to stay agile, bold, and creatively driven.
Without the layers of a large network, we move faster, think sharper, and make decisions that prioritise impact over process. Our tight-knit team, deep client partnerships, and freedom to take risks allow us to consistently deliver standout, culture-forward work—often rivalling, and at times surpassing, larger agencies.
What do clients today expect from a creative agency, and how are you adapting your offerings to meet those expectations?
We’re the only agency in the country with a dedicated team focused on media-native creatives. Too often, what passes for OOH is just repurposed print ads or TVC screengrabs slapped onto billboards. We go deeper—understanding the nuances of the medium and making creatives that are designed to work for it, not just on it. Our long-term client relationships are built on this ability to combine strategic thinking with executional excellence—creating work that’s contextually smart, creatively bold, and impact-driven.
The unexpected interruption of the IPL this year caught many brands mid-campaign. Did this impact any of your clients?
The unexpected interruption of the IPL did disrupt momentum across several sectors, from FMCG to e-commerce. Naturally, some of our clients’ campaigns were impacted mid-flight.
But we’ve always believed in staying agile and prepared. With strategic foresight and pre-aligned backup plans, our team was able to recalibrate messaging and media deployment in real time. Once the IPL resumed, we ensured a seamless transition with no long-term impact. Honestly, it was a test of resilience and we’re proud of how smoothly we navigated it.
