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Tag: Milestone Brandcom

  • The campaign's tagline 'The tiger is ready to roar' encapsulates the essence of this aggressive sectoral fund that invests in companies that benefit from infrastructure growth and economic reforms

    Milestone Brandcom unveils new campaign for DSP BlackRock MF

    By A Correspondent

     

    Milestone Brandcom has created a pan-India, high intensity outdoor campaign for DSP BlackRock Mutual Fund for their ‘India T.I.G.E.R’ fund.

     

    The campaign’s tagline ‘The tiger is ready to roar’ encapsulates the essence of this aggressive sectoral fund that invests in companies that benefit from infrastructure growth and economic reforms. Starting on June 2nd, 2014, the outdoor campaign had a total of 500 touch points in cities such asMumbai, Delhi, Bangalore, Pune, Ahmedabad, Surat, Rajkot & Baroda; spreading awareness about this product amongst the investing population.

     

    The campaign brief was to reach out to both existing investors as well as potential ones, who believe in the idea of development and growth, and highlight this 10 year old offering from DSP BlackRock. The campaign was well received and helped create brand recall and reignite interest in this product among the target group and the industry.

     

    Imtiyaz Vilatra
    Aditi Kothari

    Speaking about the campaign, Imtiyaz Vilatra, Founding Member & Managing Partner Milestone Brandcom said, “Creating visibility for the T.I.G.E.R Fund was very challenging as there are many mutual fund companies in the market with multiple products. We had to create a niche for DSP BlackRock Mutual Fund as it is one of the premier financial brands in the country to leave a lasting impression on the target audience. We were able to create and deliver upon a comprehensive high intensity campaign across 8 cities while breaking away from the clutter and retaining brand essence for the product and so far the results have been very positive.”

     

    Aditi Kothari, Head of Marketing at DSP BlackRock said, “We have been working with Milestone since a number of years and they have never fallen short of delivering upon our expectations. When we spoke to them about an outdoor campaign for our product, they worked tirelessly to help us launch our campaign. This campaign really helped us showcase this product and our brand in the market and the feedback has been very encouraging. I feel that this has been one of our strongest and most appreciated campaigns till date and business results are now showing.”

     

  • Introduces an audience measurement matrix Gross Impression Points

    Milestone Brandcom launches Milestone Optimizer

    By A Correspondent

     

    Milestone Brandcom has launched a ground-breaking audience measurement eco-system labelled ‘Milestone Optimizer’. Milestone Optimizer will cover 35 cities to provide an exhausted knowledge bank of opportunities and scope for planning in the outdoor advertising space. The optimizer introduces a new measurement matrix Gross Impression Points (GIP) for the OOH Medium. GIP Or Gross Impression Points definitively measures the reach and frequency of an OOH campaign giving it a holistic planning solution.

     

    The intensive web based tool is an industry first built on technology and scientific data collated over the years that will help marketers, media planners and buyers make superior and cost effective outreach to consumers. Giving a more wholesome look on media planning by providing factual data collected on traffic count, consumer behaviour and segmentation, the Milestone Optimizer provides accountability at time when most agencies refer to instincts rather than science. Milestone Brandcom has invested over 5 crore rupees in developing this apparatus and has covered top 10 towns in India which account for 75 per cent OOH advertising spends. The cities include Delhi, Mumbai, Bangalore, Hyderabad, Kolkatta, Pune, Ahmedabad, Lucknow and Ludhiana.

     

    Nabendu Bhattacharya

    Nabendu Bhattacharya, MD & Founder Milestone Brandcom said, “The Milestone Optimizer is a culmination of countless hours of hard work, research and scientific planning by our team. We have invested a great deal in the tool in an attempt to make OOH planning a lot more organised and scientific in the industry. Through the use of the Optimizer, brands will soon grasp the scope in this 1900 Crore INR sector and understand how underutilized it is in the country. The GIP measurement matrix is a complete scientific measurement solution that will redefine the OOH Industry. This is another benchmark in Milestone Brandcom’s journey”

     

    The Milestone Optimizer provides reach and frequency of different modes of OOH advertising through Gross Impression Points (GIP) that can also be compared with the more conventional forms of advertising such as print, TV and radio. It allows one to evaluate category benchmarking and market threshold level of activity giving a whole new dimension to media planning. It is combination of the latest technology and years of experience.

     

    The Milestone Optimizer tool was developed with the support of Industry veterans, media owners, marketing and brand managers across categories and brands. IRS iLAP (Hansa Research); TGI (IMRB Research), Traffic Study (Gfk Mode); Technology Partner (Unikov Technologies) are few of credible databases used in developing a robust scientific planning OOH Tool.

     

  • Since Friends FM was re-launching and repositioning itself as youthful FM station, Milestone Brandcom created a clutter-breaking campaign

    Milestone Brandcom creates youthful new image for ABP’s Friends FM

    By A Correspondent

     

    When the ABP Group’s Friends 91.9 FM was re-launching and repositioning itself as a youthful FM station in Kolkata, it got outdoor specialist Milestone Brandcom to  conceive and execute a campaign.

     

    The USP of the station, which plays a mix of Bengali and Hindi music, is that it caters to a slightly mature audience, and positions itself to the listener as “the friend you always had”, notes a communiqué.

     

    The brief to the agency was to project the brand as one of the most happening FM stations in town. The campaign was designed to connect Friends FM with people individually as their ‘friend and was executed in two phases – Teaser and Reveal. Innovations played a major role in the effectiveness and reach of the brand.

     

    “Milestone proposed numerous outstanding innovations for us as a brand to create a differentiator in the city. It was difficult for us to pick and choose just one idea that we liked! Therefore, we shortlisted seven ideas that were to be scaled up throughout the city. Through various innovations we kept Kolkata hooked to the campaign as it broke the clutter in the outdoor space to highlight our brand more prominently, “said Dhruba Mukherjee of ABP group.

     

    Surojit Sen, AVP East India 360 Integration, Milestone Brandcom added: “This is the first time Kolkata has seen an array of innovations executed in one single campaign. It really works for us as we could connect with people and achieve a desired mileage to reach a milestone”

     

  • Milestone Brandcom executed the new investment campaign for DSP BlackRock, a joint venture between the DSP Group and BlackRock, urging investors to decide sooner rather than later

    Hurry up: Milestone Brandcom for DSP BlackRock

    By A Correspondent

     

    Worried about how to invest your money in the right place at the right time? Who isn’t? It is this thought that the recent brand campaign by DSP BlackRock aims at, by encouraging more investors to plan their finances as soon as possible.

     

    Milestone Brandcom executed the campaign for DSP BlackRock, a joint venture between the DSP Group and BlackRock, by playing on the ’emotional factor’. The creatives focus on events in daily life which should be done ‘sooner rather than later’. The campaign communication is ‘Start Investing Early – Because some things should be done sooner, rather than later.’

     

    The campaign was executed across 35 cities. Mumbai, Delhi, Bangalore, Kolkata, Hyderabad, Chennai, Pune, Ahmedabad were among the major metros. An assortment of large format & unconventional formats were employed for the campaign. With over 1400 media touch points & 900000 sqft. of exhaustive vinyl ensured that the entire country was plastered with DSP BlackRock!

     

    “The core communication objective was to build salience for the brand and maximize impact through high visibility and scale. To ensure the right audiences were reached, we executed a high intensity, all pervasive OOH plan across the key target markets. We ensured brand presence along every key arterial route & important transit junction across the 35 cities,” said Imtiyaz Vilatra, Founder Member & Managing Partner, Milestone Brandcom.

     

    Commenting on the campaign Aditi Kothari, EVP and Co-Head of Marketing, DSP BlackRock Investment Managers Pvt Ltd said, “The campaign, executed by team Milestone, left no arterial route or media without our brand presence. The work done on OOH is a critical success factor in the number of leads and enquiries for DSP BlackRock and to an extent even the investments generated during the campaign period. Milestone Brandcom has delivered an excellent campaign right from planning to execution.”

     

     

  • The campaign was executed for four weeks in 400+ towns across a wide array of 1200+ large format touch points like billboards, gantries, wall wraps, mall facades and unipoles

    Milestone Brandcom rolls out OOH for Binani

    By A Correspondent

     

    Milestone Brandcom has rolled out Binani’s new Out-of-home campaign. Along with extended reach, the brand boasts a number of creative executions spread across circles.

     

    The communication objective was to ensure that the campaign be distinguished on OOH and also associate with people’s lives and be part of festive cheer. The brand ambassador for Binani Cement is Amitabh Bachchan, to further aggrandize his personality, only high impact media touch points were taken up. The campaign was executed for four weeks in 400+ towns across a wide array of 1200+ large format touch points like billboards, gantries, wall wraps, mall facades and unipoles. Extended presence was built using bus shelters and kiosks across all major junctions and arterial routes. The campaign was also taken onto the airports of all major metros for greater reach.

     

    There were a number of innovations executed for this campaign. Large 3D LED letters of ‘Binani Cement’ were installed over numerous billboards and bus shelters across the country. The campaign creative featured one of Binani’s manufacturing plants in India, the creative was enhanced with the help of LED lights aptly installed behind media to light up the windows in the creative. These ensured dominant visibility not only in the daytime, but even at night.

     

    “Milestone’s forte lies in their planning and innovations. The best part about Milestone is that they put the brand before the budget. They always provide us with an in-depth understanding of the market. Their OOH strategy is not skewed to the traditional planning route, but altered to suit what would work best for the brand,” said Bina Verma, Managing Director, Media Magix Braj Binani Group.

     

    Imtiyaz Vilatra

    Commenting on the campaign, Imtiyaz Vilatra, Founder Member & Managing Partner, Milestone Brandcom said, “The media mandate given to us for this campaign was to build salience for the brand and maximize impact through visibility and scale. In a highly cluttered media space, it was essential for the brand to stand out. We took an approach unconventional to the brand’s image and executed a number of innovations to ensure visibility and recall, and filled every city with a dominant presence of Binani Cement.”

     

  • The OOH campaign is executed by Milestone Brandcom and is spread across various outdoor formats to optimize impact

    Milestone stirs up Nestle’s Junior Daheez launch

    By A Correspondent

     

    The Nestle team decided to launch Junior Daheez inDelhiusing an extensive out of home (OOH) campaign with more than 50 + sites in the city. The creative of the campaign, developed by Publicis Capital, showcase an image of Toy Train carrying two cups of Junior Dahi.

     

    As a part of the campaign, the cups innovatively rotate on the train which helps in catching more eyeballs. The OOH campaign is executed by Milestone Brandcom and is spread across various outdoor formats to optimize impact. The outdoor formats include billboards, unipoles, bus queue shelters, strategically located at major arterials roads ofDelhi.

     

    Ravi Rockey Ambrose, Sr. Vice President, Milestone Brandcom said: “We are thrilled to work on the brand. The brief from the Nestle team was to deliver the most impactful plan for launch of Junior Dahi and I am thrilled that the team has ensured the same.”

     

    The on-going campaign kicked off on May 18 and continued till the first week of June.

  • Milestone Brandcom brings the glitz and glamour from Jhalak Dikhhla Jaa out on the streets

    Milestone Brandcom executes campaign for Jhalak Dikhhla Jaa

    By A Correspondent

     

    Milestone Brandcom has brought out the glitz, glamour, magic & star power straight from the sets of Jhalak Dikhhla Jaa out onto the city streets.

     

    Jhalak Dikhhla Jaa is the Indian version of BBC’s Strictly Come Dancing and ABC’s Dancing with the Stars that went on air on June 16. The dazzling launch was supported by an extensive OOH coverage in over 22 cities across a wide array of 1,500 high impact media touch points; coupled with a mixed bag of innovative ideas that have been conceptualized and implemented by Milestone Brandcom along traditional and unconventional media mix generated the desired buzz and hype around the launch of the show.

     

    This is the first time that Colors is broadcasting this famous international format. The show brings together 12 celebrities along with one common man who will compete with each other along with their choreographer partners for the title. These 13 pairs will be judged by 3 celebrity judges – Madhuri Dixit, Karan Johar & Remo D’souza.

     

    The media mandate / communication objective to Milestone Brandcom was to bring out the spectacular extravaganza from the show, live on OOH. The core communication objective was to create intrigue for the upcoming show and to build salience for the brand and maximize impact through high visibility, scale and innovation.

     

    The main media objective was to drive tune ins for the channel thereby increasing TRPs.

    To ensure the right audiences were reached, a high intensity OOH plan was executed across the key target markets – Mumbai, Delhi, UP, Gujarat, MP, Maharashtra and Rajasthan across mass media touch points varying from billboards, bus shelters, metro signages, pillars, bus panels, lift branding, station branding and utilities. The viewers were intrigued at every OOH transit point with thrilling visuals of the judges.

     

    The 2 innovations executed for the show were conceptualized around the “disco ball” element that relates directly to dance; were a perfect brand fit for the show. The first was a Gigantic Disco ball at Mahim causeway. The disco ball, sparkling through the night was set up on a rotating disc. It was visible from a distance of over 500 metres and ensured that every passerby stopped & glanced at it. The second execution at Juhu, Tulip star junction was that of a “shiny disco ball.” The hoarding was lit from various points & it appeared as if the disco ball was glistening in the night.

     

    Commenting on the campaign Rajesh Iyer, Head Marketing, COLORS said: “Since this was the first season of Jhalak Dikhhla Jaa on Colors, we had a dual task in hand – to communicate the launch of the show along with building recall for the time slot and the channel. Along with Milestone Brandcom, we developed an idea of using the “disco ball” imagery through-out the campaign to bring out the essence and star power of the show. Due to the awareness created by this innovative and creative OOH campaign, Jhalak Dikhhla Jaa has stood out distinctly and created excitement. This concept has helped us in creating buzz for the show and certainly created the desired impact.”

     

    “We tried to being out the action from the sets of the show out onto the OOH campaign. In order to complement the exuberance of the show it was essential to build presence along every key arterial route and important transit junction in the key markets and that is exactly what we delivered,” said Hanoz Patel, Founder Member & Managing Partner, Milestone Brandcom.

     

  • The brand communication was targeted at the Indians in the age bracket of 18-40 years

    Milestone Brandcom rolls out a widespread campaign for eBay India

    By A Correspondent

     

    Breaking through the OOH clutter, Milestone Brandcom has executed an exceptional campaign for eBay India , the online shopping destination where thousands of manufacturers and merchants list a range of every-day use products, with the best deals.

     

    eBay India is a pioneer of eCommerce in India . At any given time, there are over 6 million live listings on eBay India across 2,000 categories of products. eBay India has, over the years, taken significant steps to strengthen the brand through a mix of Offline/Digital campaigns such as the current ‘want it, get it’ campaign.

     

    The brand communication was targeted at the Indians in the age bracket of 18-40 years. The main audiences being value seeking, shopping enthusiasts who have dreams/wants and are looking for deals and availability of products to fulfill these wants. With a tag line, ‘want it, get it’ the communication was aimed at reinforcing the role of eBay India in everyone’s life.

     

    “If you have a want, we will get you a deal” crisply established eBay India as the one destination to fulfill all the wants.

     

    The media mandate to Milestone Brandcom was to position eBay India as the distinguished website where one could get the best deals on a wide variety of products. In an extremely cluttered outdoor scenario, the core communication objective was to stand out and make a bold impression.

     

    The objective was to drive more customers to the website and make eBay India the hot spot for ‘wants’ to complement all occasions.

     

    “Communicating with such vast audiences, required strategic site selection and fitting media placement. The brand needed to be positioned amongst the masses as a one stop, online shopping destination. The strategy deployed to achieve these objectives was a media burst across key arterial routes and catchment areas, malls, colleges & hangouts. The objective was to build presence and reach amongst key catchment area where the TG would be inherent in,” said Imtiyaz Vilatra, founder member & managing partner at Milestone Brandcom.

     

    The OOH media plan covered 700 media touch points in 3 major metros (Mumbai, Delhi and Bangalore) and was spread across an assortment of media formats such as billboards, gantries, bus shelters, fuel station branding, pole kiosks, bus side panels, mall facades & metro station media.

     

    To tap into the areas close to markets and malls, various unconventional media formats such as mall facades, fuel and railway station media, bus back & side panels, metro station signages and so on were taken up.

     

    Commenting on the campaign, Kashyap Vadapalli, Chief Marketing Officer, eBay India said: “Our recent campaign is congruent with our goal of step jumping e-commerce trial in general and eBay trial in particular amongst shopping enthusiasts across the country. The campaign plays to eBay’s core strength of unmatched variety, illustrating not only the width but also the depth in categories available on eBay India . Through this campaign, we would like consumers to rediscover their eBay shopping experience with greater variety and better deals.”

     

    Campaign Details

    Client: eBay India

    Cities: Mumbai,Delhi,Bangalore. 675 media touchpoints

    Media formats used: Besides high reach & frequency media on key arterial roads & busy junctions, the brand communication was around most unconventional media formats to effectively reach the TG. Media formats closer to shopping destinations were extensively and creatively leveraged for maximum exposure and relevant connect – places like fuel stations, metro signages, railway stations, bus backs  collectively invoked shopping enthusiasts with the width and depth in categories available on eBay India.

     

  • Milestone Brandcom creates mesmerizing presence forSwitzerlandtourism across Mumbai

    Switzerland Tourism builds extended recall in Mumbai yet again

    By A Correspondent

     

    Milestone Brandcom, a leading, and fastest growing, integrated OOH brand communications agency inIndia, has executed a surreal campaign for Switzerland Tourism.

     

    This campaign was an extension of their last campaign – “We do whatever it takes to make your holidays perfect”. The core communication objective of the campaign was to fascinate and intrigue people with vibrant images of some the geographical diversity that can be found withinSwitzerland. The campaign tag line was “ExploreSwitzerland”.

     

    The main focus of the campaign was to showcase the different destinations inSwitzerlandalong with very special offers from tour operator partners in India Switzerland, the playground of Europe, has been the dream destination for tourists for decades. Extending across the north and south side of theAlps, it encompasses a great diversity of landscapes – shimmering glaciers, snowcapped mountains, lush meadows and beautiful villages. The climate inSwitzerlandis moderate, with no excessive heat, cold or humidity.

     

    A media plan encompassing 170 media touch points spread well across a selection of formats covering high traffic & footfalls along arterial roads. There was an assorted mix of media touch points such as Billboards, Backlit Bus Shelters, Backlit Pole Kiosks, Large format Mall Facades.

     

    As part of the campaign, to further deliver the desired impact, an exceptional innovation – of a cable car going skywards to & fro from the famousMt.Titlisthat stands tall at 10,000 Feet – was executed on a 30×20 billboard at a prime location at Worli Naka. The innovation was striking and strategically placed at one of the high traffic count traffic signals in Mumbai. It was visible to almost all vehicular & pedestrian traffic moving fromSouth Mumbaito Central and suburban areas of Mumbai.

     

    Commenting on the campaign, Imtiyaz Vilatra, Founder Member & Managing Partner, Milestone Brandcom said: “The objective was to bring to light the mesmerizing diversity of landscapesSwitzerlandhas to offer. The campaign aims at targeting the upper middle class who more often than not, invest in a good vacation, the company has come up with various attractive welcoming offers to explore the immaculate beauty thatSwitzerlandhas to offer. The mesmerizing dream-like locations & attractive rates offered by the company, combined with the right media mix along key arterial routes helped in targeting the right audiences.”

     

    “Top of the mind recall & clutter breaking innovations are what separate an ordinary advertising & marketing campaign from a successful one. The objective was to utilize the OOH space effectively and build presence and reach along key arterial junctions & traffic points in order to reach the right TG. The campaign, executed by team Milestone, left no arterial route or media without our brand presence. I believe the work done on OOH in Mumbai was a critical success factor. Milestone Brandcom has delivered an excellent campaign right from planning to execution,” said Ritu Sharma, Interim Director, Switzerland Tourism.

     

    Milestone Brandcom is the fastest growing Out-of-Home (OOH) advertising & media company with operations in 42 cities acrossIndiaproviding services in over 1000 towns. The company offers through the line advertising solutions for brands nationally across multiple OOH media touch points. With a turnover of 220 crore in 2 years of operations, Milestone Brandcom is already amongst the top 3 OOH brand communication service providers inIndia.

     

  • Milestone Brandcom is slated to venture into the rural communication space with Milestone Rural, the digital space with Milestone Digital and aims to set up a creative agency too

    Coming soon: Milestone Digital and Milestone Rural

    By Robin Thomas

     

    In a bid to extend its services, out-of-home media agency, Milestone Brandcom has big plans and is all set to enter the rural communication and digital space and set up a creative agency, all within the next one year.

     

    Milestone Brandcom is slated to venture into the rural communication space with Milestone Rural in the next three to six months. The next six to twelve months will see Milestone Brandcom entering the digital space as well with Milestone Digital. In addition to these developments, in a year’s time, Milestone Brandcom aims to set up a creative agency under the brand name Milestone Brandcom. It will be a mainstream creative agency which will handle the entire creative communication programme, be it TVC, print or radio.

     

    Through Milestone Digital, brands will be able to explore social media campaigns, digital OOH innovations and various other digital initiatives and campaigns. Milestone Brandcom, therefore, is aiming to provide enormous opportunities for brands to extend their communication ambit in the digital space.

     

    “Digital and Out- of- Home works hand-in-hand and therefore it increases enormous possibilities for brands. Since the digital and social media space is unique and real time, it just scales up the opportunities. You will see us in the digital space in the next 6-12 months time,” said Mr Nabendu Bhattacharyya, Managing Director, Milestone Brandcom.

     

    Milestone Rural, on the other hand, aims to reach out to the rural consumers, particularly in those areas where television and print have limited or no access at all. “Milestone Rural is about communication in ruralIndiawhere television and press don’t reach all marketers and brands looking at next destination for their growth story. We would be launching Milestone Rural in next 3-6 months time” shared Mr Bhattacharyya.

     

    Today, Milestone Brandcom has an Out of Home media division – Milestone Out of Home, a retail division – Milestone Last Mile and an event promotion division – Milestone Connect. With the soon to be launched digital and rural communication initiatives, Milestone Brandcom aims to build an entire vertical which will provide complete integrated solutions to their clients.

     

    Milestone Brandcom is said to have over 70 established brands in its kitty. Tata Docomo, Colors, McDonalds, Binani Cement, Axis Bank, HDFC Mutual Fund, Dish TV and Franklyn Templeton to name a few. The recent additions to its client list are L’Oreal Paris and Garnier.

     

    Speaking about Milestone Brandcom in 2012, Mr Bhattacharyya observed: “In just two years we have reached a stage where we are one of the leading agencies in the country. We have already touched the Rs200 crore plus mark in turnover. In 2012, we will try and offer our existing clients more solutions and we will continue to expand our services. We have been growing 100 per cent since the last two years, and this year is going to be no different.”

     

    In the next three years Milestone Brandcom aims to plough back the profitability into the business with more investment on quality talent, manpower, on production set up, and technology.

     

  • While 2011 witnessed many innovations, 2012 is the year which will see client demanding efficiency in the medium, writes Nabendu Bhattacharya

    FDI in retail can bailout OOH industry: Nabendu Bhattacharyya

    By Nabendu Bhattacharya

     

    Key milestones for OOH Industry in 2011:

    • Due to service tax ruling the industry came together to discuss standard operating procedures for OOH industry in line with other industries.
    • Marketers demanded more efficiency in OOH planning, creative innovations and 2011 witnessed many innovations in various categories in OOH. We saw various formats introduced in line with the international OOH markets. Street furniture inDelhiand Mumbai put emphasis on format beautifications in terms of aesthetic structures of billboards.
    • We also saw a lot of entrepreneurs entering as OOH specialists; many of them emerged after breaking away from large agency specialists’ space.
    • I would call 2011 a year of growth. It may not have been a great year in terms of huge OOH advertising spends, but OOH stakeholders pursued other categories and managed to convince local clients in the city levels, and few categories even invested more namely, gems – jewellery, real estate, retail, media entertainment, automotive and FMCG.
    • Hence, in adverse conditions the industry grew because of a significant contribution from other advertising categories.

     

    Five trends to watch out for in 2012:

    • Industry codes of conduct will be effectively introduced in line with IBF and INS.
    • Clients will demand efficiency in the medium, hence OOH stakeholders need to get together to offer planning and research in OOH.
    • Small format mediums will be introduced in line to build government infrastructural projects by the authorities in line with other countries. The government will be more open to look at long-term tenders. Hence, international players may show interest in enteringIndia. The government will bring in greater control over the medium.
    • Technology and innovation will be demanded from agency specialists by marketers.
    • Industry will face a hard time due to the economic slowdown, hence new categories will emerge. If FDI gets through, retail will bail out the OOH industry in a large way.

     

    Nabendu Bhattacharyya is Founder and Managing Director, Milestone Brandcom.