Monthly Newsletter featuring campaign updates for the 'Out-of-Home' and 'BTL' advertising industry
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Milestone Brandcom wins highest number of metals at Outddor Advertising Awards 2016          
Milestone bagged 13 Metals at OAA


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, June &July’16
Latest campaigns executed by Milestone Brandcom

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



.Milestone Brandcom Wins Maximum Awards at Outdoor Advertising Awards 2016


Year on year, Milestone Brandcom has been consistent in winning accolades for the wonderful work executed for its various brands at all the Reputed Media Award Functions. Nothing was different at the OAA 2016. The 12th Outdoor Advertising Awards (OAA) function was held at Hyatt Regency, Gurgaon, on the evening of June 18. The awards function once again turned the spotlight on the most outstanding works seen on the Indian OOH landscape over a year ending March 31, 2016. The entries to OAA 2016 were judged in five different groups by the Jury members in Delhi NCR, Mumbai and Bengaluru.

Eventually, when the results were announced at the glittering OAA 2016 function, Milestone Brandcom walked away with highest number of metals. Milestone bagged 13 metals that included 7 Silvers & 6 Bronzes.

S No  Category Entry Agency Metal 
1 2.A - Telecom Telenor - A Memorable Branding! Milestone Brandcom SILVER
2 2.A - Telecom Airtel 4G OOH Challenge Milestone Brandcom BRONZE
3 2.B - Financial Services Axis Asha Home Loans Milestone Brandcom SILVER
4 2.D - Automotive Renault KWID Milestone Brandcom BRONZE
5 2.E - FMCG The Joy Bus Stop Milestone Brandcom BRONZE
6 2.F - Consumer Durables No Argument Furniture Milestone Brandcom SILVER
7 2.I - Travel & Hospitality Oyo Rooms @ 999/- Milestone Brandcom BRONZE
8 2.I - Travel & Hospitality Ola Cabs - A Tap Aways Milestone Brandcom SILVER
9 2.J - Public & Social Service End Acid Sale - Acid Attack Milestone Brandcom BRONZE
10 2.J - Public & Social Service #Projecthers Milestone Brandcom SILVER
11 2.K - Clothing, Footwear & Accessories Chill With Wildcraft Milestone Brandcom BRONZE
12 2.L - Other Category Get More On Amazon Milestone Brandcom SILVER
13 3.A - Outdoor Media Plan of the Year -
Local (Only one city)
Cadbury Spread The Joy Milestone Brandcom SILVER

Awards are a wonderful way of getting recognition for the hard work put in behind every successful campaign and each of them is special. The whole team of Milestone Brandcom congratulates and thanks all its reputed clients for believing in the team.

.Airtel Empowers Customers With the Aim of Developing a Much Better Network - Campaign By Milestone Brandcom

Bharti Airtel, the No. 1 Telecom giant is well known for its innumerous first of its kinds’ initiatives in India. Airtel’s Open Network is another such brave effort by the telecom giant to build a transparent network and give its customers the right to question, judge and partner the brand in building a stronger network. Airtel tries to come closer to its customers by providing them with an interactive interface where they can see the strength of Airtel network at any given location and also report network related issues.

A 360 degree campaign is being run by the brand to make the campaign turn into success. Milestone Brandcom is Airtel’s BTL Agency and is responsible for planning and executing the OOH Campaign and Activation for the brand.

Milestone Brandcom has done a full-fledged Open Network Campaign across 105 cities with the intent of creating Impact and to spread word of mouth. More than 60 touch points have been covered, on an average, in all metro cities, which make this campaign very hard to be missed by the city locals.


The agency’s Activation division, Milestone Connect, also planned an engagement activity in Delhi to engage the customers and give them a live and real picture of Airtel network by converting the bus shelter in to a Wi-Fi zone where an interactive touchscreen has been put up and people can locate the towers on the screens of any location across India. Not just viewing option but it also gives you a chance to report a network problem on the spot.

The activity has been done at Nehru Place in Delhi and has witnessed huge footfall numbers in 3 days itself. An average count of 600+ people is reported to have been exposed and engaged in the Open Network Campaign, per day.


Roll out of Phase II of the campaign is planned to have many such engagement touch points to increase traffic on their website and gather information about the ‘pain’ network locations in order to help the brand build a better network basis customer feedback.

NO WASTAGE with Airtel - Campaign by Milestone brandcom

The largest and the most active telecom brand on OOH space, Airtel, has launched a new campaign on Post Paid Plans for its High Net worth Customers. Airtel is the only telecom service provider which allows you to customise your phone usage plans. The telecom giant realises that it is very important to avoid wastage and hence, it introduces a 'NO WASTAGE PLAN'. This gives the customers the flexibility to make an optimal plan depending upon their usage.

The objective of the outdoor campaign was to create noise about the product and make impact. Milestone Brandcom, the AOR agency for the brand, identified the largest Sites at High Footfall Areas in Delhi and Mumbai and adopted the IMPACT Route to reach to the relevant target group.

The strategy was to focus on quality sites and create Impact and hence, the site selection.

The average size of a site taken for this campaign was 70x20, which is very huge than any normal media and the dimensions of the biggest sites were 150 x 10 and 120 x 80.

The campaign succeeded in creating buzz and increased awareness in a very short duration.


Cyber Cafe Pack by Airtel - OOH Campaign by Milestone Brandcom

Airtel launched a PAN India OOH Campaign for small town people who still rely on the Local Cyber Café for internet access. The 'Cyber Café Pack' Product Campaign was to promote Airtel’s Unlimited Internet Data Offering, for an hour, in just Rs.9.

The campaign was executed my Milestone Brandcom, the AOR agency for the brand. The markets covered included 200+ small towns across 14 circles of Airtel. The major concentration of the campaign was in small towns of Uttar Pradesh, West Bengal and Bihar Jharkhand. In a metro city like Delhi NCR, the target areas were the outskirts of Delhi which include Dadri, Tikri Border, Kasna Road, Sohna amongst others. The campaign started in May for a month.

The large scale campaign reached more than 760 touch points across 14 circles.


LAYS Gives 25% Extra Chips - Promotes the Pack Through Colourful Billboard Display - Campaign By Milestone Brandcom

Lays, the international snacks brand, is a choice of the masses when it comes to munching during the munching hours. A lot of Lays consumers are Brand Loyalists. As a token of love from the brand for its loyal consumers, Lays has come up with a new scheme where it is offering 25% extra chips.

Milestone Brandcom has executed the out of home campaign for the brand. Keeping in mind the campaign objective and primary audience for the campaign, the touch points were strategically chosen by Milestone’s planning team. All major bus stands, railway stations and metro stations were key touch points for the campaign, keeping in mind the objective of the sales driven OOH Campaign.

Besides the wide spread vanilla campaign, a beautifully lit innovation was also put up in Gurgaon which had a flash light effect and all the letters and different packs of Lays were sequentially lit over the billboard.
The campaign has been executed in Delhi NCR, Punjab, and WB. The High Decibel campaign has indeed been successful in increasing sales for the product.


TV Shows Aim to Increase Viewership Through OOH Campaigns

&tv Promotes Voice of India Kids Through OOH - Milestone Brandcom Campaign

In the era of Reality shows, &tv has launched a new show which is a talent hunt for kids – VOICE OF INDIA - KIDS. This musical hunt is the one of the most talked about shows because of various good reasons which include (a) the format of the show (b) the contestants being adorable and talented kids who are the apple of an eye for one and all (c) and the young and super talented judges of the show.

To boost up the viewership numbers for the program, &tv has run an OOH Campaign with Milestone Brandcom in 5 states, which are Delhi, Maharashtra, UP, MP and Rajasthan. Campaign approach was to cover high footfall touch points of each of the cities and make it a High decibel campaign. More than 250 touch points were covered in this 2 weeks campaign and the media mix included Bus shelters, billboards, large size gantries.



Colors Channel Promotes its 2 new Shows on Out of Home Space - Milestone Brandcom Campaign

The No. 1 entertainment channel, Colors, has launched 2 OOH Campaigns with Milestone Brandcom to promote its 2 new shows, i.e. Jhalak Dikh La Ja – the dance show and 24 Season 2 – the mini thriller series with Anil Kapoor.

Jhalak Dikh La ja is a reality show featuring celebrities, dancing on the steps of famous choreographers while 24, the Anil Kapoor show, is a drama TV Series, and is an adaptation of the popular international show.
Earlier seasons of both the shows have been very popular among the audiences. The dance show is popular among all age groups while 24, the show which is full of action, drama and thrill, is more customary among people of 25+ age and broadly males.

The objective of both the campaigns were to spread awareness about the launch of the two shows and generate TRP for the programs.
Both the OOH campaigns have been executed for 10 days. JDLJ OOH Campaign has been run in Mumbai while OOH Campaign for the show 24 has been run in Delhi as well as Mumbai. More than 100 touch points have been covered for the campaign.


Deepika Padukone Endorsing Tanishq's Diamond Jewellery - Milestone Brandcom Campaign

Tanishq, the most prevalent and fashionable jewelry brand has started a new OOH Campaign with Deepika Padukone as their brand ambassador. They have named the campaign as “the Queen of the Hearts” which is synonymous for the Bollywood queen and the trusted jewelry brand when it comes to diamonds.

The Queen of the Hearts campaign has been executed in Delhi and Mumbai. Airports of both the metro cities have been glorified with Huge size Digital Media taken by the glorious brand to enhance the beauty of the creative on display.

Milestone Brandcom has executed this campaign for the brand in the month of July.



Axis Bank's End of Season Sale Campaign - Milestone Brandcom Campaign

The July end of season sale is one of the biggest sale seasons where a lot of retail players put their merchandise on sale. Axis Bank has partnered with appx 25 retail merchants (mostly offline) for the same. The discounts would be on a mix of retail partners including apparel stores, electronic megastores, online merchants, travel merchants, etc.

Axis Bank has been doing this for the past three years at all 3 seasonal sales every year which is during the July-August EOSS period, during the Diwali festive period and during the Jan - Feb EOSS period.

This year the sale has started by the last week of June and is on till Mid-August. This time however Axis Bank has built a property for the EOSS offering called Special Addition Sale where Axis Bank customers get an additional 5% discount on the merchandise.

The OOH campaign has been executed by Milestone Brandcom, outdoor agency for the brand. The 2 weeks campaign has been put up in Mumbai, Delhi, Pune, Bangalore, Hyderabad, Chennai, Ahmedabad and Kolkata. The objective of the campaign was to drive awareness about the special offer for Axis bank card holders’ thereby driving preference for Axis Bank Card Holders. All major shopping destinations were covered with this campaign.



Axis Bank Facilitates Digital Banking for its NRI Customers - Milestone Brandcom Campaign

Axis Bank is promoting its easy and hassle free digital banking services for its NRI Customers. In order to inform and educate people about the services, Axis Bank has run an OOH Campaign where it talks about “Less Banking, More Family Time”. The idea is to allow the Non Resident Indians to be tension free when it comes to banking and have all the time in hand to spend with their families.

The OOH Campaign has been executed by the brand’s OOH Agency – Milestone Brandcom. The 2 weeks campaign has been executed in Hubli, Coimbatore and Kerala. The campaign was widely spread in these cities with more than 100 touch points in strategically chosen locations as per the defined target audiences.



Ola's #DoYourShare Campaign - A great CSR Campaign on Out of Home Space

Ola Cabs, is transforming the way people commute in metro cities. The online cab services brand had started its Pool car services long ago and promoting the initiative further, it aims to encourage more and more people to use the Pool car option in order to reduce the ever increasing pollution across cities. Ola has installed Billboards in Delhi, Mumbai and Bangalore – the 3 cities with highest traffic. This Unique Billboard displays and tracks carbon emission levels saved in real-time by commuters using ‘Ola Share’ rides in the respective cities. The campaign invites and motivates people to adopt shared mobility and help reduce negative impact on the environment.

The campaign has been designed for the 3 cities to complete against each other to achieve a set target of reduction in carbon emissions during this period. The billboard and live digital counters on social media will track the carbon emission levels real time and act as a reference point for commuters to ‘so their share’ towards building a green, and congestion free city. The initiative is powered by The World Resource Institute (WRI), a global research organisation working towards forming a low carbon economy. With WRIs expertise and the support of millions of users, Ola aims at reducing carbon emissions by several tonnes.



Hitachi makes use of OOH Media to Promote its latest & Unique 3-door Refrigerator

Hitachi, the Japanese Mutinational Group has launched a new variant in their Refrigerator category, recently. The 3 – door refrigerators come with ‘New French Bottom Freezer’ with side by side door. The premium category refrigerator has been introduced with advanced features like Smart Open Vege Compartment, selectable mode compartment, LED Light, Tempered Glass Shelves, Inverter Control, and few other innovative features which make it a clear differentiator in the category.

To promote the innovative product variant, the brand has executed an OOH Campaign with an objective to increase awareness and boost sales of the product. The High Impact & Reach campaign has been executed in 8 cities. The campaign was specifically targeted to the affluent class of people.
Hitachi has also executed an innovation around their brand communication, ‘Inspire the Next’.



Latest brand activation campaigns by Milestone Connect 


Bombardier is world’s leading manufacturer of both planes and trains and also a global leader in the rail industry. The President of Bombardier transportation was on a trip to India in the month of May to meet Hon. Prime Minister of India, Mr. Narendra Modi, and showcase Bombardier's "Make in India" activities. He also visited Bombardier’s manufacturing site in Gujarat.

Milestone Connect was responsible for organising the large scale event. A huge platform was created for the President of Bombardier Transportation to address the employees at Savli plant and share his vision for company transformation.


Installation of 100 X 60 Feet A/C hanger with Bombardier branding was done in a single day’s time at Bombardier’s manufacturing site in Savli. The setup had a stage with two projection screens. The light, sound and audio visual equipment for the event completely complemented the event. A seating arrangement for 1000+ people was done under one roof. Milestone Connect’s end-to-end strategic solution led to a seamless execution of this prestigious event.

Life Axis Sahyog Event - An Initiative to Strengthen Rural Lending Programme

Axis Bank, one of the leading Private Bank, has forayed into Urban Microfinance and will provide collateral free credit facilities to low income women groups. The programme has been named as ‘AXIS SAHYOG’.

The launch event was handled by Axis Bank's BTL Agency, Milestone Connect. Milestone Connect designed & executed the complete launch event of urban micro lending initiative in Pune & Indore.

The loans disbursed, under this initiative, to self-employed women, are for income generating purposes like tailoring, catering, running kirana shops etc, with an average loan size of Rs 15,000. The Tab based application would act as a digital enabler for the bank to offer small ticket, unsecured loans to economically active poor women through its branches.



Key features of Axis Sahyog are: Quick approval loans, Doorstep delivery, Collateral free loans, Nil Processing fees, Insurance for Customer and Spouse and an Option for cash / Saving account / Card based disbursement.


TOTO MasterCraftsman Awards 2016

TOTO, since its inception has been a visionary in the category of sanitary ware. With disruptive technological and design integration, TOTO has constantly set new benchmarks to cater to the dynamic needs of its customers.

MasterCraftsman Awards 2016 by TOTO is an Awards Platform that recognises excellence in Architectural Design by Young Architects.  A website was created for entries to be submitted in the following categories:
  1. Best Design Residential property
  2. Best Design Hospitality
  3. Best Design Retail
  4. Best Design Institutional & Corporate Office
  5. Best Use of TOTO in a Commercial/ Residential space
The award function event was handled by Milestone Connect. Agency’s task was to engage with the Architects who are key influencers for brand TOTO. The challenge was to connect with the Principle Architects of the Industry.



Axis Bank Launches Transit Card in association with BMTC

Axis Bank, India’s 3rd largest private sector bank has associated with Bengaluru Metropolitan Transport Corporation (BMTC). ‘Axis Bank Smart Card’, India’s first ever open loop EMV contactless smart card that would make bus travel convenient and hassle free for the daily commuters in Bengaluru.

Milestone Connect designed and successfully executed the press announcement & unveiling of the Axis Bank BMTC Smart Card. This card will not just pay for bus rides, but also can be used at about 1.2 Mn merchant outlets across the country, similar to their debit or credit cards.

The event marked the presence of Mr. Ramalinga Reddy, State Minister of Transport, Ms. Ekroop Caur, MD, BMTC and Mr. Rajiv Anand, Executive Director, Axis Bank.


DigiBank's Large Scale Activation to Educate Customers

Milestone Connect planned and executed a large scale activation for DIGIBANK launch by DBS Bank.
The objective of the activity was to promote Digibank as a hassle-free online banking service which will eventually make the customers’ life easier. It is India’s first ever bank that lets you open an account without any paperwork or signatures. It requires only the Aadhaar no. and biometric authentication.

The large scale activation, at various congregation points, has been conducted to inform and educate the consumers on DigiBank. The touch points explored for the activity include Malls, RWA Societies, Colleges, Gyms and CCD outlets.



In Phase 1 of the activity, more than 50 societies have been targeted across Delhi, Mumbai, Chennai, Bangalore, Kolkata, and Pune. Static branding has been done in these societies which shall be on display, for over a year. The numbers are only going to increase in the next phase of the campaign.

In the Malls of Delhi and Mumbai, people were persuaded to download the DigiBank app and make an account on the spot. People who created an account, on the spot, were rewarded with free merchandise. People were engaged into simple and fun activities which were in sync with DigiBank’s USPs, e,g. people were invited to make 7 attempts to flip a coin into a cup and win goodies. This was an attempt to make the 7% interest rate get registered in the minds of people. Same kind of activity is being carried out in different colleges of Delhi NCR and also, in the CCD outlets of top 6 metro cities.


In the CCD Outlets, an interactive experience was planned for all the walk-ins at selected 40 outlets across Mumbai, Delhi, Bangalore and Pune. All the visitors who downloaded the Digibank App on their mobile phones were gratified with a free cup of coffee. Through the CCD activation, as many as 200 leads were generated.  Similar activity was done in the PVR cinema halls and people were rewarded with free food vouchers on successful app installations.




June & July'16


Axis Bank


Axis Bank



Giant Stroller by KolCraft for Test Drive before buying 

Kolcraft, a US baby products company, is bringing smile to the parent’s faces by making them take a Stroller Ride. The company has designed a huge oversized version of its Contours Bliss Stroller to give parents a feel of what their children experience. Because the babies cannot tell whether they like their stroller; hence, they thought of giving the parents one of its kinds experience and feel it for yourself.

The brand wanted to build trust for the brand by making parents experience the comfort and joy of roaming in its carefully designed stroller.
This was, indeed, a fantastic idea of building brand equity.


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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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