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Monthly Newsletter featuring campaign updates for the 'Out-of-Home' and 'BTL' advertising industry
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CONTENTS




Milestone Brandcom awarded the Media & Creative Agency of the Year at Exchange4Media Awards 2016
Milestone took home 21 Neons

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, January ’16
Latest campaigns executed by Milestone Brandcom

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

 

 


OOH INDUSTRY UPDATES


Latest Out-of-Home Campaigns from Milestone Brandcom

Khatron ke Khiladi has some Peeda compiled with Keeda!

This season Khatron ke Khiladi goes spectacular with Arjun Kapoor being the host, and the show being shot in the picturesque location of Buenos Aires, Argentina. The creative expression for this season is Kabhi Peeda, Kabhi Keeda. It communicates the idea of perfect blend of keeda (masti) and peeda (fear), something Arjun is known to be, by his fans - An action stud with a funny bone.

                       

Taking this theme on our mind and heart, the billboards in Mumbai, Delhi and Kanpur purely showcased the fun, action and entertainment of the show. A total of 5 creatives were designed for this campaign. Each of the creative was hand-picked for a particular site to optimally achieve high visibility.The sites were strategically placed to inform the TG effectively.


Interesting innovations were designed and executed to create an impact amongst the masses. These included having spider cut-outs on the billboards crawling on Arjun's hand and electrically charged barb-wire awaiting the contestants on the billboard. The campaigns started from 22nd January, 2016 for a duration of 10 days. Within just 10 days, this campaign grabbed eye-balls and got people talking!

 

In addition to this, to tap the audience at multiple touch-points, KKK 7 jingles were also played in 8 of the Mumbai metros and 11 trains on the Western line of Mumbai local trains.
Airtel 4G communicates ‘Entertainment’ across!

Airtel 4G with its new Outdoor campaign has successfully reached out to the mass audiences, covering 270 markets, pan India. This new campaign highlights the entertainment factor, talking about the music, movies and game downloads. The campaign communication was simple - focusing on product attributes of Wynk Music app i.e. Unlimited download and Wynk Movie with 5 movies free per month.



The campaign was designed to effectively target the youth aged from 18 to 24 and data users from 24 to 44 urban male and females. Media vehicles on key arterial routes were selected to create awareness of the Wynk app features and consequently create an impact for the brand Airtel 4G.

 

The campaign started from 18th January, for a duration of 2 weeks. The campaign sends out a clear message on OOH of Airtel being the best network for your smartphone, thereby driving additional users to connect with the best smartphone network!
Garnier focuses on double benefit!



Garnier comes up with yet another out-of-home campaign. This time with Double Action and Double Benefit! Garnier started the new year with a bang, taking onto OOH with high density for launching its new facewash that fights spots and gives instant whitening, 'Garnier's White Complexion Double Action' facewash. Also, it has a simple yet effective way to reduce marks and improve your look ‘double’ times!

 

This campaign was designed and executed by Milestone Brandcom, starting from 2nd January for a duration of 15 days. This campaign largely targeted youth and covered the 4 top metros along with 2 tier cities. The creatives were clean with yellow and white as a major component of the colour scheme, showcasing both the product benefits along with the product itself. 3D sculptures of Garnier Face Wash tubes were placed on bus shelters at various sites, keeping in mind the key arterial routes in order to garner more visibility towards attractive innovations that created an impact for both, the product and the brand. This innovation was taken across on billboards as well. At night, the creatives lit up making the sites almost un-missable! A visibility that doubled with time on bus shelters, billboard and hoarding with right placement.
NESCAFE offers free Britannia Nutrichoice biscuits with its coffee jar!

Coffee time goes best with biscuits and other such knick knacks to munch on. In the bid to leverage this habit further, Nescafe recently came out with a new promotional campaign to boost its coffee sales - Free Britannia Nutrichoice biscuits with every jar of Yummy Nescafe Coffee!

A large OOH campaign was designed and executed to amplify this promotional campaign and create a buzz amongst the target group, who are usually on the lookout for freebies and are delighted to get one! The target group for Nescafe was largely women, especially housewives, and coffee lovers in general, especially youngsters.



Keeping the TG in mind, Nescafe communicated this offer across the country for 10 days in 11 towns consisting of 3 metros and 8 tier - 1 & 2 towns. The campaign started on 21st January, 2016. Billboards and bus shelters were strategically used in areas where the visibility is not only high but areas hoarded with our target group. These areas included locations around housing societies and residential areas, malls, multiplexes and key arterial routes through which the target audience travelled. The campaign resulted in people not only buying Nescafe but also consuming it with Nutrichoice biscuits! 
L’Oreal colours in Excellence!

In an age when aesthetics play one of the most important parts in one's personality, L’Oreal has struck just the right cord by delivering an 'Excellence' campaign. The theme of the campaign revolving around the 'Legends collection', showcases the vivacious legend of the Bollywood film industry, Nargis, and the brand ambassador of Loreal, Aishwariya Rai Bachchan, as an inspiration for the creation of the Excellence range of hair colours. The campaign simple and crisp copy, 'Richest Care for Richest Colour', effectively communicates about the positioning of L'Oreal in the quality space.



The campaign duration was for a period of 15 days. It was executed in 4 top metros, starting from 1st January, 2016. The placement was done strategically in these metros in order to create an impact for the brand L’oreal Excellence hair colour amongst the target group!
Siya Ke Ram brings alive the ‘Dhanush Yatra’ for many!

Siya Ke Ram is a mythological show telecast on Star Plus. We all have seen Ramayan ‘N’ number of times since we were kids, but the unique thing about Siya Ke Ram is that, it is from the perspective of Siya (Sita). While all other Ramayan series were from a very linear and from a third person perspective, this show is a notch higher by giving us a different perspective to it.

Our objective was to promote the Swayamvar Week from 18th – 23rd January, 2016 in key markets of UP, Punjab and Gujarat. In addition to that we wanted to create an unforgettable experience for target audience through a highly engaging activity to ensure highest viewer-ship and TRPs during the 'Swayamvar' week.

 

The idea was simple - To have an experience. It was to give people a Dhanush Yatra. The ‘Har’ Dhanu of Parashuram was the key instrument in Sita’s wedding. Whoever could’ve had lifted the Dhanush and was able to put the string on it was to be married to Sita. Therefore, we decided to undertake a ‘Dhanush Yatra’ to bring alive its importance while giving our TG an unforgettable experience and also communicating, alongside, the airing dates for the Swayamvar.

 

To execute our idea, we branded a van with Dhanush mounted on it, and took it to 107 cities. With emcee interactions, showcasing the 'Swayamvar' promos on an LED screen followed by quiz, interesting games like 'bow & arrow', 'finding ‘Siya Ke Ram’ engraved in rice', were played. An out-of-the-box experience of ‘Digital Dhanush Darshan’ in 3D through Virtual Reality was delivered.

We directly engaged with over 53000+ people across 107 towns in 3 states over 15 days. Online and social media buzz was created with over 89 million impressions.
OOH INDUSTRY UPDATES
Bournville gives another reason to have chocolates to its consumers

In this hectic corporate world, everyone deserves their best and Mondelez India positions its Cadbury Bournville, the dark chocolate brand as the best thing to eat. Mondelez India has re-positioned its dark chocolate as an unwinding partner and launched a fresh marketing campaign to promote new pack design and new positioning communication.

 

The outdoor campaign ran in 3 metro cities i.e. Delhi, Mumbai and Bangalore. The campaign was deployed on the media touch-points like mall facades, billboards, bus-shelters, and office complexs of high-end and large footfall locations. At prominent locations of cities, interesting innovations were executed to highlight the creative and break the OOH clutter.

Snickers capitalizes on the theme ‘Hunger’ with current affairs

Snickers launched a 360 degree campaign talking about Odd & Even Car formula including OOH medium and on-ground for 5 days of duration in Delhi. The brand wanted to bring alive its proposition "You are not you when you're hungry" and connect with the Target Group by leveraging the scale and popularity of a topical event. They wanted to reach and creatively engage with their audiences which are masses and Youth & Office goers especially in Delhi, an important market for the brand.

 

An on-ground activity was conducted as part of the campaign. People who were driving an even car on an odd day were given Snickers chocolate to satisfy their 'hunger' so that they could come back to acting like their normal selves and not make the mistake of flouting the odd-even rule unintentionally due to hunger.

Primarily traditional media was exploited for the campaign showcasing the chocolate product with a message saying "you are not you when you're hungry".

Fortune Oil ties up with Paytm & brings in exclusive Cash back Offers through “MAKE YOUR FORTUNE” Campaign

Adani Wilmar Ltd. has rolled out a new campaign for their flagship brand in edible oil "FORTUNE" for its Sunflower Oil Variant. In an association with Paytm, the campaign brings exclusive cash back offers for its customers. The campaign assures that buying a Fortune Sunflower Oil pack gives their consumers up to 100 Rupees Paytm cash, also they can have a chance to win exciting prizes throughout this promotional campaign.

 

For over a decade, Fortune has helped the home-maker in cooking delicious food with its range of healthy cooking oils and now to reward its loyal and valuable customers Fortune has brought this cash back offer. It is a limited period offer valid up to 15th March.The campaign extensive in nature made sure that it gets proper visibility from the audience in all major cities in Southern India

BRAND ACTIVATION UPDATES


Latest brand activation campaigns by Milestone Connect
Ola Cabs gets rolling in the Corporates with some fun activation campaigns

Milestone Connect conducted corporate activation at Indiabulls Finance Centre, Elphinstone Road from 11th to 15th January, 2015 and at One Indiabulls from 18th to 22nd January, 2015 to promote the Ola mobile app and Ola Prime offerings to increase the corporate employee’s user base from these two corporate parks.
 


We communicated about the product offering of 'Ola Prime' in an interesting manner by simply asking the employees on question - 'Have you tried Ola Prime which gives business class experience at just Rs.14 per Km and includes cars like Toyota Innova, Altis, Skoda Rapid and Honda Civic?'

 

To engage the corporate employees and give them an Ola Prime experience, we designed a 'Spin the Wheel' game which offered them a chance to win discounts on their first 'Ola Prime' ride. Each participant was given a complimentary Rs.200 off on their first Ola Prime ride. Discounts of 10%, 20%, 50% & 100% were also given to all employees participating in the Spin the Wheel activity on any Ola cab service. 

We urged the participants to use Ola Cabs service and avail these discounts and offers by simply downloading Ola mobile app on their handsets using a WiFi hotspot provided by us and punching in the promo codes given to them.

 
Nissin Cup Noodles partners with #ILOVEUNITED event

 

Milestone Connect set up a stall for Nissin Cup Noodles sampling and activities at the ‪#ILOVEUNITED event. It was organised by the premier football club, Manchester United, at UB City Bangalore. This event took place on January 17th 2016.

 

The event witnessed ManU fans who got an exciting opportunity to interact with their favourite ManU legends, 'Dwight Yorke' and 'Quinton Fortune'. The live match screening of Manchester United F.C. Vs Liverpool, was screened at the venue. The fans enjoyed the match with their favourite flavours of Cup Noodles served instantly at the Nissin stall during the screening. Fans also clicked selfies at the stall with cut-outs of ManU players, during the event.

 
Industry Updates

Radio City garners 4000 audience every day at Lucknow Mahotsav

Festivals and regional Melas always attract brands in terms of approaching masses and when it is Lucknow Mahotsav- one of the magnificent festivals of the city; it becomes even more essential for a brand to be present at the event in an extra-ordinary manner. Radio City 91.9FM Lucknow station leverages the event by catching 4000 audience on daily basis via mobile studio installed at Lucknow Mahotsav. The FM brand utilised the festival to reach out to their listeners and give them the on-air fun, excitement and experience in real through on-ground activity. 

 

A mobile studio has been set up for all the 12 days, so that listeners could witness the fun and the grandiosity of the Mahotsav. Listeners would treat themselves by enjoying the celeb nights which would be hosted by their favourite Radio City RJs.

OOH CAMPAIGNS BY MILESTONE 

BRANDCOM


January '16
Airtel
Entertainment Campaign


 
Colors
Khatron ke Khiladi


 
L'Oreal
Excellence Creme Hair Colour



 
Nescafe
Free Britannia Nutrichoice biscuits
Garnier
Double Action Face Wash


 
L'Oreal
Colour Mix
Casio
Edifice Watch


 
Axis Bank
Welcome home NRIs
Rio Tinto
Nazraana


 
Dish TV
Rs 99/-
Reliance
Enjoy Facebook without Data

 

INTERNATIONAL OUTDOOR UPDATES


Ford takes the spotlight for Ocean’s customised Edison lighting on the IMAX, London
 
A new campaign launched with show-stopping creative, leverages the new technical and creative capabilities of the IMAX as a bespoke branding platform. It is supported by a wider brand campaign across other Ocean sites.

 

Ford's campaign, spotlights three classic models. It includes an installation of an LED ribbon around the headlights of the vehicles which is programmed to synchronise with the wider Edison lighting system.

KAYAK.co.uk launches first commercial tram wrap

KAYAK.co.uk, the travel search engine, has deployed the first ever commercial tram wrap on Manchester’s Metrolink with Exterion Media. The campaign has been running across Greater Manchester's Metrolink network for 6 weeks, reaching key stops throughout the city centre and surrounding districts.

With the aid of its mascot sheep and the strapline: "Stop searching. Start finding on KAYAK.co.uk", the campaign 'dominates' the tram with a creative that showcases how KAYAK searches hundreds of travel sites to help you find and book the flight or hotel that suits you best. KAYAK has also deployed a mix of traditional and Digital Out-of-Home (DOOH) assets across the London Underground.

Contact us
Peninsula Corporate Park,
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Ground Floor, Unit No. 005,
Ganpatrao Kadam Marg, Lower Parel,
Mumbai – 400013.
Tel: 022-49210700 
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Fatema Khambati
  022 - 49210711
 fatema.khambati@milestonemedia.in

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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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