Milestone Brandcom expands its footprint with Milestone Outland

A communication division to address Low Income & Rural consumers.

Ajay Sundaram joins the Milestone family as Country Head & Vice President, Milestone Outland

www.milestonemedia.in

09 Mayl 06 | 2013

* The content is a compilation of industry information from leading global advertising media publications & web portals.

Marketers focus is shifting towards low income consumers in tier 2 tier and 3 towns as the next level of growth is expected from smaller towns. India's rural population comprises of 12% of the world's population presenting a huge, untapped market. More than 70% of India's population lives in villages. According to the McKinzey Report, India will be the 5th largest consumer market by 2025 & income levels will almost triple.

Rural consumer communications is therefore a growth strategy for Milestone Brandcom. Milestone Brandcom has over 100 active brands in its roster; it is a natural extension of the company’s offerings from OOH, Events-Promotion, Retail Solutions and Rural Consumer Communications.

To be successful in the rural markets, one not only requires an understanding about the factors and characteristics of this market but also the intelligent use of effective marketing strategy. At Milestone, we believe in investing in talent, knowledge & insights. We want to help the brand reach its customers wherever they may be. Therefore we felt the need to go rural.

We believe that it is essential to gain an understanding about the impact of these elements to succeed in the rural markets. Our future growth strategy involves offering this service to our existing & new client’s. We have appointed established experts in the field of Rural Marketing who are equipped with the skills of surviving in these markets. Our vision for Milestone Outland is to challenge the current status quo in Rural Consumer Communications. I am personally fond of this business and believe it has huge potential in terms of scale and volume to build communications in Rural India.

Rural Marketing forms an integral part of the business; every marketer will sooner or later seek one on one communications to reach to these media dark areas. In the next one month, a Pan-India operation is planned with a distinguished 50 member team to penetrate through the Indian Rural landscape & set new benchmarks for client’s brand. The diverse network will help us to be in control of every promotion and visibility. I believe we shall learn through our journey as we are committed to be the best in next 12 to 18 months. Our journey has begun with Mr Ajay Sundaram who joins us as Country Head & Vice President, Milestone Outland.

Milestone Brandcom expands its footprint with Milestone Outland – A communication division to address Low Income & Rural consumers

Nabendu Bhattacharyya Founder & Managing Director milestone brandcom

09 May 06 | 2013

* The content is a compilation of industry information from leading global advertising media publications & web portals.

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OOH INDUSTRY UPDATES

Impacting the Audiences & Rejuvenating the Brand – Docomo This April, to match the fervour of IPL, Tata Docomo launched an upbeat campaign. A strategy, which was completely planned for the cricket season and, saw its launch alongside the beginning of IPL! The tagline was beautifully woven with the right choice of words. In fact, one can say that the tagline said it all for Tata Docomo consumers this time. The tagline was “Leading Companies use our network”

A perfect time to brand, the real reason to brand! The entire campaign was conducted to

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BB bets big on Z10 OOH campaign to reclaim its market share In a bid to reclaim its market share, BlackBerry changed its brand proposition to ‘Action starts here’, which was supported by large scale marketing activities. Outdoor played a significant role in that marketing campaign, which lasted for six months.

Now, BlackBerry is bullish once again on the outdoor advertising space to promote its latest handset addition – Z10. The latest outdoor campaign is spread across 34 cities and involves using 300-plus outdoor touch-points.

convey that the companies or brands that the target prefers or uses use the Tata Docomo Network. A very simple yet effective brand communication!

Puma goes outdoor In a bid to increase market share in the performance running category, Puma India recently added Mobium Elite to its product offering. Puma (number two in terms of market share) aims at getting a part of this market share in the performance category with its launch of Mobium Elite, wherein it is making an aggressive use of the OOH medium. Puma, in this outdoor campaign, has covered three cities – Mumbai majorly because it is the biggest running market in India, Delhi and Bangalore.

EsselWorld's teaser campaign EsselWorld, a theme park owned by Pan India Paryatan, is one of the oldest names in this category. To counter strike the marketing initiatives done by competition, EsselWorld has executed an outdoor teaser campaign across strategic locations in and around Mumbai city. The campaign is about introduction of a new ride at the theme park. The campaign is expected to run till end of May 2013.

09 May 06 | 2013

* The content is a compilation of industry information from leading global advertising media publications & web portals.

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OOH INDUSTRY UPDATES

Malabar Gold and diamonds glittering across Mumbai To create outdoor buzz for the premium jewellery retail chain Malabar Gold and diamonds, an extensive OOH campaign was executed in Mumbai after its great capture in market in other cities. Malabar Gold & Diamonds' 87th showroom opened at Andheri West.

Parle Agro splurges cities with ‘Frooti’ Parle Agro executed an extensive campaign to spread the magic of Fresh ‘n Juicy Mango ‘Frooti’. The impact through media was created by largeness, differentiation was created by the right kind of media mix along with innovations These innovations played a vital role ensuring a high OTS and created an immense buzz in the market.

. MTV: Reality Stars gets local favour MTV has launched a month long outdoor campaign to promote Reality Stars. As a part of the campaign, a train wrap was executed on the Churchgate-Virar line in Mumbai to target people in the age group of 16-30 years. Each compartment portrays an interesting dialogue exchange between the four protagonists of the show. The channel has also added a social quotient to the endeavour by putting social messages for public interest such as 'Chalti Train par Chadhoge toh chal basoge'.

McDonald’s Happy Meals McDonald’s has generated a lot of sales attraction by adopting the outdoor media. This time OOH was effectively used to announce the ‘Happy Meal’ offers in different ways. There was a special Looney Tunes installation - A large 3D Happy meal box was created along with the characters from Looney Tunes & installed in Mumbai at a prime traffic junction – Mahim Causeway. The campaign was executed by Milestone Brandcom & picked by exchange4media for their billboard of the week section.

09 May 06 | 2013

* The content is a compilation of industry information from leading global advertising media publications & web portals.

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OOH INDUSTRY UPDATES

Adlabs Imagica creates a buzz on OOH Adlabs Imagica, positioned as South Asia's largest amusement theme park, recently opened to the public. Spread across 110 acres near Khopoli on the Mumbai-Pune expressway, Adlabs Imagica is touted to be South Asia's largest theme park. The objective of the campaign was to generate a very high level of engagement for Adlabs Imagica amongst the TG.

Adlabs Imagica is India’s most elaborate ‘international’ theme park & is thrilling for children as well as adults. The communication objective for OOH was to offer, creativity and flawless execution of the campaign all across Pune City.

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Skoda partners with Milestone Brandcom to bring Prestige onto the OOH medium SKODA Auto India launched a limited edition of its popular selling sedan, the SKODA Rapid Prestige. The new Rapid will come with unlimited features like navigation, parking sensors, wind visors, floor mats that increase the functional benefits for the customer. Symbolizing SKODA's brand value – "Simply Clever", the Rapid is ideal for the Indian streets with an attractive design, ample space, excellent safety equipment and modern proven technology.

The campaign communication extended onto the out-of-home medium was ‘Un limited’. The campaign creative boasted a shiny new rapid amidst the all new features.

Milestone Brandcom executed an extensive out-of-home campaign for Skoda to reach the audiences across 38 cities.

The communication objective was to convey that the new Rapid Prestige was now available with all new features that will now make it an even more enviable purchase!

The media mandate to Milestone Brandcom was to create awareness on the new Rapid & ensure that Skoda will always be on the top of consumers mind while thinking about purchasing a car.

The campaign began at the End of April’13 & will continue for a month.

09 May 06 | 2013

* The content is a compilation of industry information from leading global advertising media publications & web portals.

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OOH INDUSTRY UPDATES

Milestone Brandcom boosts Mc Donald’s Pakka Indian proposition through Outdoor & Activations

Indian food is known for its masaledar taste. The typical Indian consumer looks for the same taste in food of any cuisine. Building on the ‘Indian’ mindset, McDonald's has added a new variant to its Indian menu card - The Masala Grill burger, billed as ‘Pakka Indian.’ The new Masala Grill is a tasty burst of Indian flavors. The TV commercials highlight typical Indian behavior when it comes to bargains, installments and the like; humorously relating them to the burger’s Indian flavor.

The launch was actively supported by a 360 degree holistic marketing campaign with a mix of TVCs, print, outdoor and in-store promotions. Milestone Brandcom extended the OOH campaign across 300+ touch points in 4 cities. The campaign continued for a period of 3 weeks.

The communication objective was to create an instant connect between the ‘Indian-ness’ of the burger with the consumers. To distinguish the campaign on OOH & interact with consumers more effectively, Milestone Brandcom took the communication message from OOH onto Activations.

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To draw more attention to these spicy delights, Ronald McDonald’s look was spiced up to appear more ‘Indian.’ Ronald across all the McDonald’s outlets in India was seen wearing a Pagdi (turban). A Pagdi is synonymous to the Indian culture & heritage. An instant hit with the youngsters & customers, Ronald completely stole the show & the employees of the McDonald’s stores requested they too be given this Pagdi! Along with Ronald, the employees & delivery boys for McDonald’s wore this Pagdi. The Pagdi was customized across various regions to appeal to the religious diversity.

In order to create buzz & interactions amongst the customers, it was essential for us to take an unconventional approach. We set up stalls across all Major McDonald’s outlets & promoters took interviews of consumers asking them if they were aware of these new spicy delights & what were their views on Ronald’s new avatar. Many customers fascinated with the Pagdi even went ahead and took photos for a memory. Their feedback was then captured & posted live onto Facebook for them to share with their friends.

09 May 06 | 2013

* The content is a compilation of industry information from leading global advertising media publications & web portals.

McDonald’s ETV Fastrack

OOH INDUSTRY UPDATES [Latest Campaigns by Milestone Brandcom]

Masala Grill Kaun Banega Crorepati Explorer

IPL Pune Warriors

Star Trek Movie Promotion

Garnier Goodbye Damage

Tanishq Thane Store, 5th Anniversary

Franklin Templeton Brand Campaign

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Bombay Talkies Movie Promotion

Muthoot Group Delhi Daredevils

Uninor Sabse Sasta

Titan Eye Plus Sunglass Carnival

09 May 06 | 2013

* The content is a compilation of industry information from leading global advertising media publications & web portals.

Bajaj Emirates Blackberry

OOH INDUSTRY UPDATES [Latest Campaigns by Milestone Brandcom]

Discover Holiday Packages Z10

Only Denim World

ABP News ABP News

Uninor Unlimited local calls

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Fosters Strong

Dabang Bali ka Vadhu

Tata Docomo Leading Companies use our network

Tata Sky Jailbreak

09 May 06 | 2013

* The content is a compilation of industry information from leading global advertising media publications & web portals.

OOH Media Consumption by Sector [Mar’13]

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The Consumer Services sector is the highest spender for April’13. The Organized Retail, Real Estate , & FMCG Sector follows closely. Noteworthy campaigns of the month were amongst the FMCG / Food & Bevrages Sector amongst brands – Frooti, Garnier, McDonald’s. Amongst the Retail Sector, brands like Tanishq, Malabar Gold & Titan were seen. In the Consumer Durables Sector, the Blackberry Z10 campaign was seen across the country. Amongst telecom brands, Vodafone, Tata Docomo & Airtel were the most active. In the automobiles Industry, Honda, Bajaj, Hyundai & Skoda were amongst the highest spenders.

Consumer Services 21%

Organized Retail 20%

Real Estate & Construction 17%

Fmcg 11%

Financial Services 10%

Media 7%

Telecom 6%

Electronic Durables 4%

Automobile 3% Pharmacy

1% Top 10 Industries

active on OOH

09 May 06 | 2013

* The content is a compilation of industry information from leading global advertising media publications & web portals.

The Palmetto Bank: Smart phone The Palmetto Bank wanted an interesting way to promote the mobile banking app at all their ATM locations. A tongue in cheek poster was put up at the doors of the ATM’s encouraging consumers to download the mobile banking app.

INTERNATIONAL OOH

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#ScribeBillboard – A 10 day home To make Scribe, a Mexican notebooks brand with 50 years of tradition, become once more beloved by the people, a new brand essence -“Spaces for your inspiration”- was created, along with a new image and positioning. The brand needed to become inspirational more than aspirational. The ScribeBillboard was an interactive live action billboard located on one of the most important streets in Mexico City. It housed the artist Cecilia Beaven during 10 days, with the only purpose to transform a huge white canvas into a work of art filled with color and the ideas that she received from Twitter. Everything that happened during these days was available for tracking on social networks, a blog, webisodes and live streamings.

Tv celebrities and other artists visited her, a very famous mexican band played live from the billboard. As she painted, other billboards were completed at the same time all over the city. The whole story was also brought to movie theaters and television. Small billboard replicas were printed for those whose requests were drawn by Cecilia.

Dove Girl To raise awareness on the important issue of girls’ low body image, a huge folded billboard was created. The billboard invited mothers to join the conversation. Research shows that “Six out of ten girls are ashamed of their bodies. Mom, join the conversation about the ideals of beauty.”

09 May 06 | 2013

* The content is a compilation of industry information from leading global advertising media publications & web portals.

Once Upon a Beanstalk To promote the television series Once Upon a Time – A show based on fairy tale characters set in the modern day. To help convey this idea of ‘fantasy in the real world’ , a billboard was turned into one of the most famous fairy tales - a 28m high beanstalk.

INTERNATIONAL OOH

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A hidden message, Only for children ANAR Foundation manages in Spain the european unique phone number 116 111, to attend children and teenagers under a risk situation. On this telephone number, only for minors, they can find the help they need in a totally anonymous and confidential way. To get the message to a child abuse victim, even when they are accompanied by an adult, a unique billboard messaging was created, visible only to children!

Using the basic knowledge of the average height for adults and children under 10, two different messages were created using an outdoor lenticular. Adults saw an awareness message, while children saw a message where we offer them our help and show them the telephone number.

09 May 06 | 2013

* The content is a compilation of industry information from leading global advertising media publications & web portals.

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BRAND ACTIVATIONS

Milestone Connect executes “Kaise Ye Ishq Hai…Ajab sa Risk Hai” Press launch Life OK, India’s fastest growing Hindi general entertainment channel aims to capture the travails of love in its new saga Kaisa Ye Ishq Hai...Ajab Sa Risk Hai. The channel moves beyond the conventions of a girl meets boy story to explore multiple facets of love in this mellow and tranquil tale of two individuals, brought together by fate.

Milestone Connect, an event & promotions division of Milestone Brandcom played along as the perfect host and managed the Press Conference of this light hearted romantic comedy held on the sets of KYIH in Naigaon on 19th April 2013.

The set was transformed into a Haveli from Haryana where a typical village lifestyle of Haryana was created with street stalls where the press engaged themselves in activities like bangle making, Jyotish & Mehndi designing. All the press were welcomed in the Haveli with rose petals and water and a pagdi tied on their heads while entering the Haveli.

The visual experience on the Sets of Kaise Ye Ishq Hai was differentiated between the famous sights of Singapore & the traditional looks of a typical village in Haryana where

Milestone Connect was responsible for handling the on-ground production, ensuring a smooth flow to the show, F&B, stage management, and the technical and logistical requirements.

This event witnessed around 100 people as well from all forms of media. The event flow was a soft launch & sneek peak of the journey of Simran, the young no nonsense girl from Singapore, resolute in winning her love back and how she tackles difficult situations to win a place in the hearts of her traditional sasuraal.

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09 May 06 | 2013

* The content is a compilation of industry information from leading global advertising media publications & web portals.

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BRAND ACTIVATIONS

The all new Spicy Alpenliebe To introduce the new Spicy flavor of Alpenliebe, alongwith the usual fruits and vegetables, hawkers in busy market places across UP, Rajasthan, Bihar, Maharashtra and Gujarat were peddling Alpenliebe in carts! Promising mango and chillies for 1 rupee! The activity was conducted to promote sampling and purchase of the candy in busy wholesale markets. This new flavour brings together spicy chilli and sweet mango in one tangy candy.

‘Meet and Greet’ A ‘Meet and Greet’ activity was planned for MakeMyTrip to help them get up, close and personal with the team Sunrisers Hyderabad. Held at the ITC Maurya Sheraton in Delhi, the event saw bigwigs from both the sides come together. Everyone danced to the tunes of the IPL 6 TVC and the Sunrisers fielded questions on their experience in the IPL. Fans also got a chance to participate in a pop quiz on the Sunrisers team and win goodies. The Hyderabad SUnrisers happily posed for pictures with everyone and interacted with the audience.

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Sony takes IPL dance party outdoor To promote its flagship property, Indian Premier League Season 6, A canter activity has been launched. A red canter van with a large poster of Farah Khan will engage people in Mumbai, Delhi, Kolkata, Bengaluru, Pune, Hyderabad, Chennai, Mohali, Jaipur, Lucknow, Kanpur, Indore, Ludhiana and Ahmedabad. The poster says 'Dance Ok Please' and the van has volunteers who urge people to showcase their talent by dancing to the IPL tunes. Video booths have been set up at several key touch points across all these states, where people can go and imitate the dance steps demonstrated by Khan on the TVC, and in return get their performances recorded on a CD at the spot.

09 May 06 | 2013

* The content is a compilation of industry information from leading global advertising media publications & web portals.

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BRAND ACTIVATIONS

Dilli Aajtak partners Delhi Daredevils to launch flash cricket Delhi Daredevils will traverse the streets of New Delhi and organise flash cricket with the people. The endeavour will include a few big names such as Irfan Pathan and Virender Sehwag, who will participate in the matches. The flash cricket will be organised at different locations such as malls, streets, colleges, offices, complexes and resident colonies. A total of 35 locations have been chosen across the city. The initiative is being powered by Pepsi. The campaign started on April 11 and will continue for a month.

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‘Nikon Coolpix Spring Series 2013 Collection Nikon announced the launched of 17 new models with Coolpix Spring Series 2013. The launch at Shangri La, New Delhi saw the presence of brand ambassador Priyanka Chopra; Managing Director, Nikon India - Mr. Hiroshi Takashina and General Manager, Marketing. The launch was also a first-look at the TVC for the Coolpix Spring range featuring Priyanka. The event centered around themes of spring and frames saw huge frames as part of the stage and setup.

09 Mayl 06 | 2013

* The content is a compilation of industry information from leading global advertising media publications & web portals.

09 May 06 | 2012

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