Monthly Newsletter featuring campaign updates for the 'Out-of-Home' and 'BTL' advertising industry
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OOH Industry Updates          
To keep you in sync with the latest, most talked about Out-of-Home campaigns

Brand Activations          
The brand activations that kept consumers engaged

Campaigns by Milestone Brandcom, December ’15
Latest campaigns executed by Milestone Brandcom

International OOH          
A glimpse into the international Out-of-Home scenario




Latest Out-of-Home Campaigns from Milestone Brandcom

DBS solidifies its positioning of 'Banking in Safe hands' on OOH
DBS Bank - well known as Asia's safest bank has once again made it to a high impact campaign, this time playing with the smart and very strong brand propositioning. This brand campaign largely emphasised the association of the brand DBS with safety. Besides this, the campaign also communicated about the brand being a catalyst in Singapore's development, a service excellence leader of Asia, a product innovator, a reliable partner and a digital banking pioneer. 

With the objective of creating impact and awareness in addition to building frequency and reach, the strategy adopted was to use a mix of multiple media vehicles.These media formats included larger than life hoardings at iconic locations with respect to TG vicinity, bus shelters, pole kiosks and branding on pillars. We at Milestone Brandcom, targeted the high traffic areas to enhance as well as to uplift the brand communication and reach with maximum impact thereby creating a strong message across.

The campaign was run across 9 towns of which 5 were the top metros and 4 were top tier 1 towns. Starting on the 8th of December, with a view to optimize the campaign, it will be executed for a duration of 3 months in Mumbai Delhi and Bangalore, while at the other towns the campaigns was executed for the a span of 10 days.
Ola gets its cars moving on BILLBOARDS!

Ola, in the bid to promote its current positioning as the go-to transport platform of choice for immediate and spontaneous city travel needs across cabs, autos, taxis etc., has launched a new outdoor campaign. Armed with the objective of creating top-of-mind awareness for the brand when it comes to travel needs, and increasing Ola trials in certain areas of the city, this campaign was crafted to create impact and imagery for the brand. This was achieved through carefully hand-picking large sites in prominent areas of TG vicinity.

The theme of the creative was the user interface of the Ola app so that audiences could establish a connect with its app. Every site's creative was customised as per that location in order to provide relevance to the creative and its theme. Furthermore, the highlight of the campaign were 3 motorised cars moving on the billboard signifying that Ola cabs' availability in that vicinity. This on-going month long campaign that started in mid-December was executed in Mumbai, using large and prominent billboards.
Rio Tinto Diamond goes outdoor to promote its Indian flagship diamond initiative, 'Nazraana'
Rio Tinto, the leading international mining group, promoted its flagship diamond initiative for the Indian market, ‘Nazraana’, belonging to Rio Tinto Diamonds, through a high intensity large OOH campaign.  The collection is available throughout India in over 100 independent jewellery retail stores. In order to create awareness across all these locations and to tap the target group efficiently, Milestone Brandcom, designed and executed a 3 week long OOH campaign starting at mid-November, running until first week of December. 

The campaign targeted 21 cities, including 4 major metros besides key tier 1 and tier 2 cities for the brand. The campaign was geared with the objective of creating brand awareness and recall and building brand imagery. Sticking true to the purpose, the sites were carefully selected in close vicinity to the retail stores. The media vehicles selected for this campaign consisted of purely billboards with a view of building imagery and impact for the brand. This strategy resulted in successfully grabbing eyeballs for 'Nazraana', thereby evoking curiosity and creating cognizance for the brand.
ICICI Prudential Insurance covers 34 illness with life cover

ICICI Prudential Life Insurance once again made a greater impact in the Out of home space. With “get well soon” message in the scheme, it clearly conveyed the benefits of their new term insurance product covering 34 major illnesses along with life cover. These illnesses includes heart attack, cancer and kidney failure, to name a few.

Milestone Brandcom strategically placed these billboards at a higher visibility areas to create awareness of the product. With a view to create an impact, only larger than life billboards and gantries were used. The idea was to make the communication visible on a high traffic area with the target group to fit in!

The campaign lasted for the period of 15 days starting on the 21st of December, running into early January 2016. The campaign targeted the key markets for the product in Western and Southern India.
Heinz tomato ketchup communicates 100% natural!
Marvelous colour and taste, Heinz tomato ketchup, goes colourfully natural and trending in transit mediums. Wrapping the shelters in luscious red tomato colour to highlight the 100% natural factor. Heinz has justified itself to be the talk of the town.

 The 2 week long campaign, started in the first week of December and covered over 75 sites in Mumbai alone. To amplify the impact of the creative, cut-outs of the Heinz brand logo and the product on media vehicles and back lit pole kiosks were used in high numbers.

 The Heinz ketchup bottle made up of stacked sliced tomatoes was the most effective way of showcasing the 100% natural element of the product and  the highlight of the creative. The campaign was executed in the major visibility domains capturing eyeballs. Literally painting the town red, the campaign could be recalled easily from the rest due to its impact and visibility.
Axis Bank welcomes NRIs home
It is the time of festivity and rejoice. Families get together, celebrate and welcome Christmas and New Year. Hereby, Axis Bank also welcomed home its privileged NRI customers. A perfect reason to enjoy and spend a leisure time at your own home at subsidized rates.

The communication objective was to target NRIs and offer them easy Home loans with special offers on processing fees. Another communication that floated around the city aggressively, was the special 25 paisa extra currency exchange rate that Axis Bank was providing to NRI customers to celebrate their home-coming. 
 This large 15 day long campaign started mid-December, running into January 2016. 21 towns were targeted through this campaign, which included 8 metros along with other tier 1 and tier 2 cities. The campaign was executed across Mumbai. The campaign design and strategy optimised the campaign visibility in the target areas, creating awareness of the offers available.
KOOVS.COM goes outdoor to catch a wider audience

Buoyed by encouraging response from Indian fashion conscious customers, KOOVS.COM, the online fashion store has launched its first multi- media brand campaign: ‘STEP INTO KOOVS.COM’ for Indian market. The campaign aimed at engaging with the young fashion enthusiasts and inspiring them to innovate with fashion. The new campaign comprised 360 degree marketing which including OOH medium as well.


This global fashion brand has so far been focused on digital marketing but this time, the brand’s aim was to curate an exclusive product offering and to build a loyal fan base in the initial phase. Therefore the brand believed that this is the right time to go out and communicate to a wider audience via OOH medium. Driven with the objective of grabbing eyeballs of their target audience which primarily is the youth, the campaign was deployed in metro cities and captured markets like hangouts and shopping malls such as Cyber Hub in Gurgaon, Marine Drive Wilson College BQS, Lower Parel Near Paladium Hotel in Mumbai and many more.
Idea beats Delhi’s traffic through Speedy Internet 

Delhites’ every morning dilemma is to beat the long traffic jams and where everyone is trying to incorporate a solution to come over this issue, ‘Idea’ has got a unique and speedy idea to thrash it. The cellular brand has launched its superior 3G network in Delhi NCR, on the back of a robust data network of 2,500 3G cell sites and 5,000 modernized 2G cell sites. Idea’s 3G customers in Delhi will now have a better experience while accessing services like video telephony, mobile TV, video on demand, music downloads, online gaming, amongst many others.


To reach out to the Delhi-Wallas, the brand rolled a 360 degree marketing campaign called #DelhiNahiRukegi. Along with TVC & Print medium, the brand has utilized the OOH medium in a prominent manner. This high-decibel marketing campaign #DelhiNahiRukegi emphasizes on the traffic jam and road blocks, therefore OOH played a vital role for the brand to become more relevant and target the audience with a solution right during the time of traffic problem.

The brand has deployed the campaigns on large-size medium such as BQS, Hoardings, Metro Pillars and main arterial roads. Also cluster branding has been designed at locations such as DND, Moti Bagh, Metro Stations and at other locations.
Imagica invites people to celebrate winter holidays at Aqua Imagica

This Christmas the joy of Santa came to Mumbai not in a sleigh but in a roller coaster at Adlabs Imagica. The amusement park rolled out an OOH campaign to promote its state of the art and modern entertainment and amusement activities including rides, water rides at Aqua Imagica, and various other options to celebrate Christmas and New Year.

The campaign was strategically planned to attract party lovers seeking a unique party experience in the winter festive season. Hoardings at various locations have been placed to showcase the coolest party destination. The creative that uses Santa clause and Christmas tree has been a major eye catcher.


Latest brand activation campaigns by Milestone Connect
Milestone Connect designs and executes Axis Bank's 'Evolve Event'


Milestone Connect is executing a 40 city event for Axis Bank. The event named “Evolve” is a series of knowledge enhancement road shows by Axis Bank that focus on Small and Medium Enterprises (SME) in India. With an aim of strengthening Axis Bank's role as a partner in one's progress, EVOLVE reaches out to SMEs in more than 40 cities, keeping in mind the requirements of SME owners & businessmen with cut throat timelines to execute the events.


Milestone Connect has already designed and executed this event in 6 out of the 40 cities and is en route to execute the remaining cities in a phased manner.
Airtel leveraged the platform at 'Beauty & the Beast' for 4G challenger activity

After enthralling 27000 audiences in Mumbai, Disney India presented the timeless classic 'Beauty and the Beast' to the Capital. Based on the Academy Award-winning animated feature film, this classic musical love story was presented to Indian audiences on the same scale as New York’s Broadway and London’s West End.


Having won hearts across 28 countries, the 'Beauty and the Beast' musical was completely developed in India, while retaining the original script and memorable music of the Broadway show. The musical took place at Thyagaraj Sports Complex, INA Colony from December 19th to 27th.


Milestone Connect fabricated and executed the Airtel challenger activity and 'WYNK Kiosk' activity (Wynk a music app by Airtel). At the activity, promoters encouraged people to come to the Wynk kiosk, experience the Wynk app and download and listen to music on the same. Two Airtel kiosks & two Wynk kiosks were designed for the venue. The whole venue was branded with 6 toblerones near entrance, pillars & standees.
Puma IGNITES Kolkata at TSK25K

Milestone Connect once again IGNITED PUMA at the TSK25K held in Kolkata on the 20th December. PUMA this year had partnered with the two prestigious marathons in the country, Airtel Delhi Half Marathon and the Tata Steel Kolkata 25K. Tailored to suit the marathons, PUMA also housed a wide range of performance/running products for both men and women. The warm up was conducted by Shayamal Vallabhjee - Sports Scientist and Girish Mallya – marathoner, along with Yuvraj Singh & Neha Dhupia.

The management of the entire warm up zone for the runners of TSK25K, was executed by Milestone Connect. Runners were engaged with Warm up, Speed tests, Photo Ops, PUMA TRAC Downloads and cheering, along the running routes.


Milestone Connect managed the stall at the TSK25K Expo for PUMA between 17th and 19th of Dec. The runners who visited the expo to collect their bibs, were encouraged trials of IGNITE and IGNITE XT series of PUMA shoes. Runners were also introduced to PUMA TRAC, the next generation Running Mobile Application. A special milestone titled ‘EXPO IGNITE CHALLENGE’, was specially designed within the App by PUMA, for Kolkata runners. The PUMA store at the expo stall, provided an opportunity for runners to pick their choice of performance gear for exclusive discounts.
Industry Updates

Dettol's On-ground Activation at Nashik benefits Kumbh Mela pilgrims

Kumbh Mela, one of the world's largest religious congregations, witnessed approximately 30 million people and pilgrims from across the country over a period of 58 days. A mass gathering at such scale not only has a heavy impact on the demand for water and leaves the city with acute shortage of water supply, but it also poses a serious health risk to devotees attending it owing to some unhygienic conditions. Under this nationwide initiative, ‘Dettol Banega Swachh India’, Dettol partnered with Nashik Kumbh for a unique initiative - ‘Kam Paani Mein Zyada Suraksha’ to save 33 lakh litres of water for 2 million residents of Nashik.

Dettol distributed its hand sanitisers and equipped 100 volunteers with Dettol liquid hand wash along with an efficient water sprayer to help people keep their hands clean at all times. These distribution points and volunteers were deployed at strategic locations such as food centers, health centers, eateries, ‘snan’ areas, hospitals, railway and bus stations, to name a few. The volunteers also distributed informative education material through flyers to pilgrims and ‘Sadhugrams’ for raising awareness around healthy handwashing habits and spreading the message of “Clean hands means less diseases, more safety”. In addition to this, several units of mobile bio-digester toilets were installed to provide an efficient and eco-friendly solution from open defecation.

Kotak Mahindra Bank organizes Kotak Kona Kona Kalakaar - Talent Hunt competition

Kotak Kona Kona Kalakaar - a large scale talent hunt competition was organised by Kotak Mahindra Bank across India, with a Grand Finale on Dec. 22 at the Sapphire Ball Room of Sahara Star Hotel Mumbai. The competition aimed at engaging the bank’s employees and instilling enthusiasm over being a part of the Kotak family post the company’s acquisition of ING Vysya. 

Kotak Kona Kona Kalakaar kick-started with audition rounds across India leading into 4 city regional rounds held at Delhi, Mumbai, Bangalore and Kolkata. 3 winners from each regional round were taken forward for the Grand Finale held in Mumbai.


The Grand Finale curtain raiser act was a special performance by an employee who created magic through sand art and communicated a strong message on women empowerment, connecting this to how Kotak Mahindra Bank has always supported diversity.The finale was judged by celebrity singer and performer Javed Ali and dance maestro Ashley Lobo. Three top performers were lauded and awarded, while special recognition was extended to the sand artist for his performance.



December '15
Brand Campaign

Wynk Music Downloads

Axis Bank
Welcome Home NRIs

DSP Black Rock MF
Conserve Wildlife
ICICI Prudential Insurance
34 Illnesses Cover + Life Cover

100% Natural
Total Repair Sachet

Jack N Jones


Sony Max
Family No. 1

Sony Entertainment TV
Power Couple
Ola Cabs
First Cab Ride Free



Zurich's centre for Women utilises live billboard to send the message loud
To mark the International Day for the Elimination of Violence against Women, Zurich’s centre for women-Frauenzentrale Zürich, launched a campaign which drew loud reactions from passers-by in the Sihlcity shopping centre in Zurich. The campaign objective was to optimize the live digital billboard to showcase the issue and motivate people to raise their voices against it. 

Arguments between couples, which eventually escalated into violent fights, could be seen and heard on a digital billboard. The arguments were filmed in an apartment and broadcasted live via the billboard. Passers-by were able to interact with the couples on screen and end the domestic abuse by telling the man to stop. The campaign carried the slogan “Speak out against domestic violence”.
Arla Dairy created stir to promote its new range of Cheese products

Scandinavian dairy brand Arla launched a new range of family cheeses and to promote it, the brand rolled out an extravagant OOH campaign called ‘The Superlatives of Cheeses’. The campaign included Mammoth Cheddar, Monumental Gouda and Colossal Creamy Cheese and promoted it in a series of entertaining films, outdoor and innovative outdoor media.

Additionally, an innovation was developed, where Helsinki commuters were greeted with an eye-catching sight: a gigantic block of Arla Dairy Mammoth Cheddar cheese had crashed in the middle of the busiest public square in the centre of the city. In the following days similar incidents occurred in different public squares and plazas across the capital to stir awe and attract attention.
Holiday Shopping in New York City Subways 

Thanks in large part to major hubs like Grand Central Station, Union Square and Brooklyn’s Atlantic Terminal/Barclays Center, the New York City subways saw 2.2 million riders per day across 15 stations this holiday season. However, the retail juggernauts as well as boutique gift shops saw less foot traffic this year as shoppers increasingly migrated to mobile devices and other online outlets. 

The Metropolitan Transportation Authority (MTA)’s On The Go kiosks, are now in place to underline this trend. On the Go kiosks enable millions of daily commuters to seamlessly browse, shop and purchase products on the kiosk display before pushing selected products to their phones via text message or email to complete the purchase. There are nearly 100 On the Go kiosks across the entire city, and they feature thousands of curated products with the ability to sort in real-time based on popularity.
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Fatema Khambati
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The Content is a compilation of industry information from leading global advertising media publications and web portals

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