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




 

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, April ’16
Latest campaigns executed by Milestone Brandcom



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




 

 


Cities Painted All Over With Fastrack's Trendy Bags' Collection - A Campaign by Milestone Brandcom


Fastrack, leading youth fashion accessory brand, has launched a new collection of trendy bags. The brand has painted the towns with its vibrant creative. The Out of Home campaign has been executed by Milestone Brandcom for a month.

The markets covered include Bangalore, Hyderabad, Mumbai, Kolkata, Pune, Ahmedabad, Cochin, Coimbatore, Ranchi, Guwahati, Jaipur, Ludhiana, Kota, and Lucknow among others. The brand has spent, wisely, to promote their new and trendy bags’ collection in OOH space. More than 200 High footfall touch points were strategically chosen by Milestone team to target the youth of the age of 15-24. 70% of the media was put up across across Colleges, Markets and Youth hangout zones to be present at the places where the TG spends the maximum time. This helped in becoming the talk of the town and making the optimum use of money. Large format Impact billboards and High Reach Bus shelters were mostly used.   

           
                     

                    

                    
              

 

Dutchie India Grabs Space for itself in the Dairy Products Category in a Grand Way - OOH Campaign by Milestone Brandcom


Dutch Mill, Thailand’s leading producer of Dairy products and one of the leading producers of dairy in Asia, entered the Indian market recently. To announce the launch of its products and to spread awareness about the brand, Milestone Brandcom has executed an Out of Home campaign.

The month long campaign has been executed in Bangalore, Pune, Chennai, and Mumbai to start with. The primary TG for the campaign is women and kids. In the scorching heat, there is nothing cooler and refreshing for the body and mind than a glass full of Yoghurt drink.

                    

The different flavors in the yoghurt serve to satisfy the taste buds of different genres of people.
The outdoor campaign was strategically planned by Milestone team to take more media around schools, residential areas and arterial routes.

The colorful creative has images of fruits with the pack of yoghurt, cleverly displayed, in order to woo the target audiences and induce impulse buying.

                   

 
Freecharge Communicates Speed - Campaign Planned & Executed by Milestone Brandcom


In the digital age, where Indians are gradually migrating from a strict hard cash economy to a cashless economy, brands like FreeCharge are helping people in the transformation process in a great manner.

FreeCharge, the Digital Payment Co., has launched a huge OOH campaign, as a part of brand building exercise.

Milestone Brandcom has planned and executed the campaign for the brand. The objective of the campaign is to build awareness and increase consideration level for the brand. FreeCharge positions itself as the simplest, most secure and rewarding digital payment platform. The communication used for the campaign is very strong ‘Send/ Receive money at the speed of Light. Lo, do, Khatam Karo’.

The target audience, largely, for the campaign, is First Jobbers in the age of 20-30, with a bend towards digital consumption.

                       

                   
             
More than 100 bus shelters have been branded in Delhi alone to maximize the reach of the campaign. Similarly, 110 bus shelters have been taken in Mumbai to have a wider coverage.  

 

CCD Showcasing Chilling Billboards This Summer

Café Coffee Day, the shop for the young and those young at heart, is the largest chain in the category in India. CCD is offering world class coffee experience at affordable prices.

The famous coffee brand has launched an OOH campaign in multiple cities to introduce their new summer coolers. With more focus on top metro cities, the campaign has become the talk of the town.

The primary TG for this campaign is Youth of the age of 15-24. Through back lit hoardings, and capping on the hoardings with faux snow line, the brand has tried to give it a winter day and night effect in the scorching heat. The campaign has been executed in Kolkata, Mumbai, Delhi NCR, Pune, Chennai, and Bangalore with different media formats.

       

 
 
      
Daikin's Seasonal OOH Campaign


With the start of summer season, the Japanese air-conditioning brand has become largely active in the OOH space. They have recently launched a multi city campaign featuring Harshaali Malhotra, the child actor of Bajrangi Bhaijaan fame.
 
The campaign is an endeavor to promote the next generation R-32 refrigerant and revolutionary swing inverter compressor technology that ensures the goodness of greater cooling, comfort, higher power saving, and cleaner environment. The campaign is a reiteration of the company’s promise to provide state of the art technology that offers comfort, great saving, and is environment friendly.
       
                    

   


Dining Delights with Axis Bank - Campaign executed by Milestone Brandcom

Axis Bank is increasing its focus on retail customers along with luring individual customers. And what better place to target both these Target Groups than the most happening Corporate Hub of Delhi NCR – The Cyber Hub. Cyber Hub is India’s first integrated F&B and entertainment destination with unique one-of-its-kind concept, with more than 50 food brands under its belt. A place which has an everyday footfall of 80 k – 1 lakh. Cyber Hub has a variety of branding media options available with neat exposure for the people.

Axis Bank has taken all possible media formats inside Cyber Hub for long term in order to promote its Dining Delight product, which gives 15% discount to its customers on 4,000+ restaurants. Axis Bank Debit/ Credit Card holders are getting benefits at different restaurant chains – getting a special privilege over other customers.

Axis Bank branding can be seen all over Cyber Hub – at restaurant blocks, Flag Poles, LED Screens, Facades, Scrollers, Wall wrap, Billboards, as well as Parking media.


            

           

           
 
The Magnificent Colors Golden Petal Awards - OOH Campaign executed by Milestone Brandcom 

The Golden Petals Awards honors the best talent on television for their remarkable contribution in adding to the growth of the industry.
To drive viewership for the Golden Petal Awards this season, Colors TV Channel, executed a 10 days promotional campaign across 16 cities. The awards were telecasted on the channel on Apr 10 and the OOH Campaign started from 1st Apr.

Keeping in mind, the grand scale of the event, all impact media were put up by Milestone Brandcom at various high footfall congregation points across 16 cities which include Mumbai, Delhi NCR, Pune, Nashik, Nagpur, Lucknow, Kanpur, Allahabad, Meerut, Aligarh, Agra, Bareilly, Ahmedabad, Baroda, Surat, and Rajkot. The campaign could be seen all over these cities with more than 300 touch points having been covered. Colorful creative with different pictures of the celebrities helped in appealing the traffic.

        
                          

                       

                    

 

OOH Space Building Viewer ship for India's Got Talent - Campaign by Milestone Brandcom

5th season of India’s Got Talent is back in a new ‘avatar’ on Colors TV and to announce the start of the new season of the program, the channel executed an Out of Home campaign in Mumbai.

Milestone Brandcom has executed the campaign in Mumbai. The strategic media planning approach used for the campaign was to identify main arterial roads, residential areas, colleges and market areas as the main touch points as these are the places the captive audiences have the time to discuss and gossip about the TV shows. The outdoor creative was also in sync with the concept of the show. Different people could be seen showcasing their wonderful and different talents on the billboard with either of the 3 judges’ giving a thumbs up to the artist.
Multiple exposures of these colorful images indeed helped in building reach of the campaign.
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Moods Engages People in an Interesting Mall Activation 

In the shy Indian market, it is not easy for a condom brand to advertise explicitly, without offending people. But, Moods, an arm of HLL Lifecare, found an interesting and non-controversial way of promoting the brand.

In malls of Delhi and Mumbai, different eye catchy installations were made and put up by the brand. There were installations of Telephone Booth, Car and Bathtub filled with balls (signifying the dots on condoms) with a striking message – ‘Play with 1500 dots’.

People could be seen playing with the balls, clicking pictures with the installations, and enjoying themselves. Some people even carried the balls home and were pleasantly amazed to see condoms inside the balls. The interactive forum made a conversation reserved for closed doors, the talk of the town.

   

    

 

BRAND ACTIVATION UPDATES


Latest brand activation campaigns by Milestone Connect 

Ola Cabs Customers Gratified with Free IPL Tickets of Mumbai Indians Match

Ola cabs, the fastest growing online transportation network company, has officially partnered with Mumbai Indians team for IPL matches. Milestone Connect conceptualized and executed a promoter driven ON DEMAND activity for Ola.
 
ON DEMAND activity was basically a contest for regular Ola customers, wherein a customized IPL icon appeared on Ola App between 11 am to 2 pm on a particular day of all 4 weeks in the month of April. As soon as a customer clicked on the icon, an Ola cab arrived at the booking location with the promoters who handed over free IPL tickets for Mumbai Indians Match to the customer.
 
7 such promoters were planted for the job in specific areas of Mumbai. The one day activity ended with the distribution of 50 free passes and with positive word of mouth for both the brands.


                           

     
 

Ola Cabs Customers Gladdened by Free Goddies from Fassos

Ola cabs, the No.1 cab hailing service, has partnered with Faasos, the online food service company. As a part of the collaboration between the two brands, Ola Cabs ran an activity to promote free distribution of goodies from Fassos.
 
Milestone Connect conceptualized and executed a promoter driven activity wherein promoters were distributing free goodies to the frequent users.  
A contest was organized wherein a customized Faasos icon appeared on Ola app Booking screen between 11 am to 6 pm, on 25th April. As soon as a customer clicked on the icon, an Ola cab arrived at the booking location and the promoters handed over free goodies to them. The one day activity helped in building brand equity for both the brands.


                       


                                                           

 

Zeven Merchandise for the Right TG at the Right Places 

ZEVEN is a multi-dimensional brand committed to transforming sports in India by making active sport an important part of your life.
Breathe, Eat, Sleep, PLAY. Zeven is a revolution, unleashing your potential.
They are the official merchandise partner (2016) for IPL franchise Royal Challengers Bangalore.
 
Milestone Connect designed & put up several kiosks with Zeven Merchandise at Corporate tech parks, Malls, RWAs to promote the brand & generate sales over a weekend in the month of April.

Being the official merchandise partner for RCB, Zeven was also given a kiosk space inside the Chinnaswamy Stadium during all RCB matches. RCB fan merchandizes & T-shirts were displayed at kiosks for the customers.


                            

                               

 

OOH CAMPAIGNS BY

MILESTONE BRANDCOM




April'16
L'oreal
REVITALIFT FILLER[HA]



 
IPL
HAPPYWALA INDIA
                                           
               
                       

    
Freecharge
LO. DO. KHATAM KARO.



 
Pepsi
JAISA MOOD WAISI PEPSI
                                            
               
                       

    
Fastrack
FASTRACK BAGS





 
Dutchie
INTRODUCING MISTA MISTA


Colors
INDIA'S GOT TALENT





 
Colors
GOLDEN PETAL AWARDS


Axis Bank
DINING DELIGHTS



 
Telenor
FREE ROAMING


INTERNATIONAL OUTDOOR UPDATES



Listerine's Smile Converter Machine
 

Listerine, the pioneering brand in mouth wash category, launched its new product in the Italian market – Listerine Advanced White – A Smile Whitening Mouth Wash.

To spread awareness about the product and boost sales, the brand executed an engaging In-Store Activation. In more than 100 stores, they installed ‘THE SMILE CONVERTER MACHINE’.

The concept of the activation was such that it asks the people to smile in front of the machine and it creates a Tailor made discount based on the whiteness of the smile. The smart converter evaluates the smile by analyzing its pixels and calculating the percentage required to get a perfectly white smile. This is then converted in to the discount percentage. The more you need the product, the more is the discount which is offered to you. In other words, ‘THE MORE YOU NEED IT, THE LESS YOU PAY FOR IT’.

              


              


The campaign was a huge success with 1,15,327 smiles and 78% of these smiles were converted into sales, reaching 92% of market share.

 
Contact us
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Ritu Taneja
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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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Peninsula Corporate Park, Peninsula Tower 1, Wing B, Ground floor, Unit No. 005, Ganpatrao Kadam Marg, Lower Parel, Mumbai - 400013






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