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20 JUNE 10 | 2014
* The content is a compilation of industry information from leading global advertising media publications & web portals.
Peninsula Corporate Park, Peninsula Tower 1, Wing B, Ground Floor, Unit No. 005, Ganpatrao Kadam Marg, Lower Parel, Mumbai – 400013
www.milestonemedia.in
Milestone launches
an audience measurement matrix Gross Impression Points that promises to change the landscape of OOH Advertising in India
Milestone Brandcom picks up 9 Awards at Goafest 2014!
20 JUNE 10 | 2014
* The content is a compilation of industry information from leading global advertising media publications & web portals.
Peninsula Corporate Park, Peninsula Tower 1, Wing B, Ground Floor, Unit No. 005, Ganpatrao Kadam Marg, Lower Parel, Mumbai – 400013
www.milestonemedia.in
CONTENTS
Milestone Brandcom Takes GoaFest by Storm as it Picks up 9 Awards! Milestone swept 9 major awards against a staggering 17 nominations at the prestigious GoaFest awards for its landmark campaigns
Milestone Brandcom aims at revolutionising OOH landscape; launches Milestone Optimiser Milestone introduces an audience measurement matrix Gross Impression Points or GIP that promises to change the landscape of OOH Advertising in India
OOH Industry Updates To keep you in sync with the latest, most talked about Out-of-Home media campaigns
Brand Activations The brand activations that kept consumers engaged
International OOH A glimpse into the international Out-of-Home scenario
20 JUNE 10 | 2014
* The content is a compilation of industry information from leading global advertising media publications & web portals.
Peninsula Corporate Park, Peninsula Tower 1, Wing B, Ground Floor, Unit No. 005, Ganpatrao Kadam Marg, Lower Parel, Mumbai – 400013
www.milestonemedia.in
1
It is myth that in GoaFest it is only the glamorous agencies which participate. Over the last two years, it can be noted that many new specialised agencies have taken home Abbys for impressive pieces of advertising. Milestone is among this set of newbie winners.
Milestone kept up with its winning streak and has swept up 9 major awards against a staggering 17 nominations at the prestigious GoaFest ’14 Abby’s & took home 3 Gold, 2 Silver and 4 Bronze awards for its landmark campaigns for ABP News, McDonalds and Viacom 18. Continuing to defy the status quo in industry with their inventive and challenging media campaigns, Milestone placed 3rd overall at the GoaFest which saw over 3000 entries from industry stalwarts.
Milestone Brandcom Takes GoaFest by Storm as it Picks up 9 Awards!
20 JUNE 10 | 2014
* The content is a compilation of industry information from leading global advertising media publications & web portals.
Peninsula Corporate Park, Peninsula Tower 1, Wing B, Ground Floor, Unit No. 005, Ganpatrao Kadam Marg, Lower Parel, Mumbai – 400013
www.milestonemedia.in
2
Within 4 years of existence, Milestone Brandcom has creatively altered the conventional face of the OOH Industry whilst challenging the largest of advertising networks with their creativity and delivery. For the second year in a row, Milestone Brandcom created a benchmark in the industry by showcasing some of its finest snippets of authentic work, built purely to benefit the brands.
The Aap ko Rakhe Aage campaign for ABP News won a Silver in Best use of Special Events & Stunts/Live Advertising, two Bronze awards for Best use of Ambient Media – including in theatre {Cinema} and Special Build - Bronze, Media & Publications categories. Bhaag Milkha Bhaag campaign for Viacom 18 picked up a Gold for Experimental Advertising and Bronze for Use of promotional stunts. Milestone Brandcom’s much appreciated McDonalds Double Burger campaign won two Golds for Best Use of Outdoor and Best Use of Ambient Media – including in theatre {Cinema} and Silver for Best use of Special Events & Stunts/Live Advertising.
Milestone Brandcom was presented with the following awards at the GoaFest ’14:
Sr
.
Creative /
Media Category Sub Category Brand / Caption of Entry Gold/Silver
1 Media Abby A. Use Of Media 4. Best use of Outdoor McDonalds - Double Burger Gold
2 Media Abby A. Use Of Media 5. Best use of Ambient Media McDonalds - Double Burger Gold
3 Media Abby A. Use Of Media
7. Best use of Special Events &
Stunts/Live Advertising McDonalds - Double Burger Silver
4 Media Abby A. Use Of Media
7. Best use of Special Events &
Stunts/Live Advertising ABP News - Aap Ko Rakhe Aage Silver
5 Creative Abby 16. Ambient Media 16.c. Special build ABP News - Aap Ko Rakhe Aage Bronze
6 Creative Abby
21. Brand Activation
& Promotion Abby 21.j. Media & Publications ABP News - Aap Ko Rakhe Aage Bronze
7 Media Abby A. Use Of Media 5. Best use of Ambient Media ABP News - Aap Ko Rakhe Aage Bronze
8 Creative Abby 16. Ambient Media 16.d. Experiential advertising
Viacom 18 - Bhaag Milkha
Bhaag Gold
9 Creative Abby
21. Brand Activation
& Promotion Abby 21.q. Use of promotional stunts
Viacom 18 - Bhaag Milkha
Bhaag Bronze
Nabendu Bhatacharyya, Founder & MD Milestone Brandcom said on the awards, “This is our second year at the GoaFest and we are happy that our efforts have been recognised in 9 major categories and we had a total shortlist of 17 entries. It is a huge moment for us and we hope to keep up the winning streak. We would like to thank our colleagues, clients, media partners, stake holders & well-wishers for all their support! In less than 4 years, we have gone from strength to strength and there is no stopping us now. When we started out, we aspired to raise industry standards with creative output and maximise industry possibilities irrespective of bottom line restraints. I am proud to say that we at Milestone Brandcom have lived up to that and our achievements are testament to it. We are thirsty for more and hope to raise industry standards further!”
At a time when the Outdoor Advertising industry is growing at rate of 7% and its size being pegged at 1900 cr, Milestone Brandcom’s success is a noteworthy one where a single entity has managed to prove that strategic and innovative outdoor advertising can deliver much more than conventional streams.
20 JUNE 10 | 2014
* The content is a compilation of industry information from leading global advertising media publications & web portals.
Peninsula Corporate Park, Peninsula Tower 1, Wing B, Ground Floor, Unit No. 005, Ganpatrao Kadam Marg, Lower Parel, Mumbai – 400013
www.milestonemedia.in
Milestone Brandcom aims at revolutionising OOH landscape; launches Milestone Optimiser
~Milestone introduces an audience measurement matrix Gross Impression Points or GIP that promises to change the landscape of OOH Advertising in India~
Mumbai, June 2014: Milestone Brandcom, the largest OOH advertising agency in India, has launched a ground breaking audience measurement eco-system ‘Milestone Optimizer’ that is set to change the Indian advertising industry forever. The first of its kind initiative undertaken by Milestone Brandcom for the betterment of the nascent OOH landscape in the country, the ‘Milestone Optimizer’ will cover 35 cities to provide an exhausted knowledge bank of opportunities and scope for planning in the outdoor advertising space. The optimizer introduces a new measurement matrix Gross Impression Points (GIP) for the OOH Medium. GIP Or Gross Impression Points definitively measures the reach and frequency of an OOH campaign giving it a holistic planning solution.
The intensive web based tool is an industry first built on technology and scientific data collated over the years that will help marketers, media planners and buyers make superior and cost effective outreach to consumers. Giving a more wholesome look on media planning by providing factual data collected on traffic count, consumer behaviour and segmentation, the Milestone Optimizer provides
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20 JUNE 10 | 2014
* The content is a compilation of industry information from leading global advertising media publications & web portals.
Peninsula Corporate Park, Peninsula Tower 1, Wing B, Ground Floor, Unit No. 005, Ganpatrao Kadam Marg, Lower Parel, Mumbai – 400013
www.milestonemedia.in
accountability at time when most agencies refer to instincts rather than science. Milestone Brandcom has invested over 5 Crore INR in developing this apparatus and has covered top 10 towns in India which account for 75% OOH advertising spends. The cities include Delhi, Mumbai, Bangalore, Hyderabad, Kolkatta, Pune, Ahmedabad, Lucknow and Ludhiana.
Nabendu Bhattacharya, MD & Founder Milestone Brandcom said, “The Milestone Optimizer is a culmination of countless hours of hard work, research and scientific planning by our team. We have invested a great deal in the tool in an attempt to make OOH planning a lot more organised and scientific in the industry. Through the use of the Optimizer, brands will soon grasp the scope in this 1900 Crore INR sector and understand how underutilized it is in the country. The GIP measurement matrix is a complete scientific measurement solution that will redefine the OOH Industry. This is another benchmark in Milestone Brandcom’s journey”
The Milestone Optimizer provides reach and frequency of different modes of OOH advertising through Gross Impression Points (GIP) that can also be compared with the more conventional forms of advertising such as print, TV and radio. It allows one to evaluate category benchmarking and market threshold level of activity giving a whole new dimension to media planning. It is combination of the latest technology and years of experience.
The Milestone Optimizer tool was developed with the support of Industry veterans, media owners, marketing and brand managers across categories and brands. IRS iLAP (Hansa Research); TGI (IMRB Research), Traffic Study (Gfk Mode); Technology Partner (Unikov Technologies) are few of credible databases used in developing a robust scientific planning OOH Tool.
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20 JUNE 10 | 2014
* The content is a compilation of industry information from leading global advertising media publications & web portals.
Peninsula Corporate Park, Peninsula Tower 1, Wing B, Ground Floor, Unit No. 005, Ganpatrao Kadam Marg, Lower Parel, Mumbai – 400013
www.milestonemedia.in
5
Milestone Media Bags Out-of-Home Mandate for Reliance Communications
May 2014: Milestone Media, a division of Milestone Brandcom - the largest OOH agency in India; has won the OOH media mandate for Reliance Communication following a multi-agency pitch attended by 7 large OOH agencies, went on for over 3 rounds . Milestone Media will handle pan-India OOH media duties for the business. The agency triumphed over others on account of their comprehensive and inventive approach on creative thinking , category understanding strength, micro planning & efficient buying strength.
Gurdeep Singh, CEO, consumer business, Reliance Communications, says, "Milestone Brandcom had a sound understanding of our business issues that we face in a dynamic category. Their pursuit for perfection, and professional attitude were appealing to RCom while making the decision.“
Nabendu Bhattacharyya, founder and MD, Milestone Brandcom Group, says, "This is a noteworthy achievement for us at Milestone Media. Reliance is one of the biggest players in the communications industry with an unparalleled legacy, and offers us the challenge to partner them in renewed strategy for the future. We look forward to working with the team and help them push boundaries by creating cutting edge work and contribute to RCom's growth story."
20 JUNE 10 | 2014
* The content is a compilation of industry information from leading global advertising media publications & web portals.
Peninsula Corporate Park, Peninsula Tower 1, Wing B, Ground Floor, Unit No. 005, Ganpatrao Kadam Marg, Lower Parel, Mumbai – 400013
www.milestonemedia.in
6
Milestone Brandcom Creates a Politically Riveting Outdoor Campaign for ABP News Milestone Brandcom launched a thought provoking and ingenious nation-wide campaign to set ABP news apart from the media clutter during the national elections. The campaign is built around the idea of “aap apni rajneetik rai kahan banate hain” (where do you form your political opinion?) and involves props such as tea stalls, tiffin delivery boxes, public benches and mobile vans to reach out to the common man across cities.
Launched on 1st April ’14, the campaign was specifically tailored to different regions in the country for maximum impact. The campaign was designed keeping in mind the congregational places where all strata of society across regions, cultures and dialects meet.
A full-fledged outdoor campaign in Delhi NCR, UP, Bihar, Jharkhand and Kolkata where over 1000 sites were put up covering 5lakh sq ft. Stickers and ply-cards were put up on benches asking them not to form political opinion while discussing politics on their morning jogs and to make an informed choice after watching ABP News. Railway announcements were carried out in Uttar Pradesh which is the largest state for the elections. The state also saw mobile vans driving across 150 towns educating and informing the masses, posters were put up at various grocery, barber shops, tea stalls etc purporting them to watch ABP News.
In Mumbai, Milestone targeted the office goers by placing leaflets with the message “Don’t talk while having food and don’t make political opinion while having food” inserted in lunch boxes delivered by Dabbawallas.
To capture the youth and urban class, the activation was extended to Café Coffee Day and McDonalds outlets where tent cards and posters featured the message. Over 200 outlets across the 5 markets were covered with this activity.
OOH INDUSTRY UPDATES
20 JUNE 10 | 2014
* The content is a compilation of industry information from leading global advertising media publications & web portals.
Peninsula Corporate Park, Peninsula Tower 1, Wing B, Ground Floor, Unit No. 005, Ganpatrao Kadam Marg, Lower Parel, Mumbai – 400013
www.milestonemedia.in
7
Skits were performed in the canteens of colleges, food courts , Dhaabas and Tea Stalls with the objective to create awareness about the TVC of ABP News at ground level. The skits discussed elections and the responsibility of every citizen to choose the right candidate for betterment of the nation.
Milestone tie-up with around 15000 tea stalls in around 200 cities in UP, Mumbai and Delhi where Danglers and posters were put up asserting the campaign and not to form political opinion while drinking tea. Around 25 lakh tea cups branded with the same message were distributed at these stalls. This was an attempt to cover the highly promoted concept of politicians having chai with the public during these elections. On 16th May ’14, T3 terminal at Delhi airport will air ABP News covering the election results for all travellers so they can catch every event of the landmarked day.
OOH INDUSTRY UPDATES
20 JUNE 10 | 2014
* The content is a compilation of industry information from leading global advertising media publications & web portals.
Peninsula Corporate Park, Peninsula Tower 1, Wing B, Ground Floor, Unit No. 005, Ganpatrao Kadam Marg, Lower Parel, Mumbai – 400013
www.milestonemedia.in
OOH INDUSTRY UPDATES
8
Yes Bank dominates Mumbai's super premium aerobridges Following on from the success of last year’s popular outdoor campaign initiative across the Mumbai airport, Yes Bank has extended its campaign for another year, i.e, for the year 2014. This is in sync with the overall strategy of delivering the highest ever sustained ‘TRPs’ and impact at the Mumbai airport.
Vodafone takes 22 Magic Bus Kids Centrestage at the IPL Grand Finale
As the Chinnaswamy Stadium in Bengaluru came alive on 1st June for the grand finale of IPL 2014, Vodafone India gifted a magical, unforgettable evening to 22 kids from the Magic Bus NGO. The telecom giant partnered with NGO Magic Bus to select 22 children who passed set criteria, from 5 Magic Bus Intervention Areas in the urban slums of Bengaluru, as Vodafone SuperFan Junior.
Vodafone decided to give this opportunity to kids who would ordinarily not have an opportunity to watch a cricket match live.
Quikr goes OOH Quikr is now looking at increasing the reach of its platform even further by demonstrating the wide range of categories across which transactions happening on the site ranging from electronics to cars & bikes, household goods to real estate etc. and has launched an outdoor campaign. High impact sites at relevant locations were chosen for the outdoor campaign. In the current campaign, premium
sites in Delhi NCR, Mumbai and Bangalore have been covered.
fastest 3G Dongle that provides data transfer speed up to 21.1Mbps and 3G mobile internet capabilities. for Vodafone Gujarat customers travelling to any part of India. Through this initiative, Vodafone seeks to get closer to and engage with commuters through the entire route between Ahmedabad and Mumbai Central. Vodafone is the first brand in the state to come up with such an innovative concept linking branding and customer engagement at a popular public outpost.
Vodafone India carries out branding exercise on Ahmedabad – Mumbai Shatabdi Express
This branding initiative aims to promote Vodafone’s high speed 3G data network,
20 JUNE 10 | 2014
* The content is a compilation of industry information from leading global advertising media publications & web portals.
Peninsula Corporate Park, Peninsula Tower 1, Wing B, Ground Floor, Unit No. 005, Ganpatrao Kadam Marg, Lower Parel, Mumbai – 400013
www.milestonemedia.in
OOH INDUSTRY UPDATES
9
Halonix ‘Safer City’ campaign It is a well documented fact that there is a strong correlation between crime and darkness. The incidences of crimes like rape, muggings, car jackings etc are higher post sunset. Given this, Halonix – a leading lighting brand – hit upon an ingenious idea of converting billboards and
bus shelters into street lights post sunset.
To kickstart the effort, Halonix invited the citizens of Delhi to name streets or area in their neighbourhood that needed better lighting. The facebook page of Halonix registered many such suggestions. The top suggestion was identified by a poll. Given the encouraging feedback from Delhi, Halonix has co-opted outdoor companies to take this idea across cities. Currently Halonix has made some streets in Delhi, Mohali, Jalandhar, Kanpur, Mathura, Allahbad, Lucknow, Trivandrum and Chennai feel safer through this initiative.
EsselWorld launches OOH campaign
EsselWorld has recently launched Shot’N Drop – A superior tower attraction. The OOH plan was designed to fetch new customers and localities. The ride is being extensively promoted through an integrated marketing and communication strategy comprising of AD campaigns in print, out of home and radio channels. Interactive events and on ground activations have been initiated to widely promote and engage the consumers.
It is further supported by various online campaigns and contest on social media platform and digital marketing.
OLX creates the feel of a living room on Delhi bus shelter! OLX created an experiential zone at a bus shelter in Delhi NCR. The campaign aimed to establish the message that the portal deals with a gamut of household products. The call to action message, “Say goodbye to the unused things at home”, has been cleverly designed to make it more relevant and relatable for masses. This ease and comfort has been translated into the bus shelter, which was given a makeover and was created like a living room by placing real household utilities such as a couch, cushions, wall watch, guitar and
cut-outs of a chandelier, air-conditioner and refrigerator. The innovation, communicated to the audience that they can derive good value by transacting the goods on the portal.
20 JUNE 10 | 2014
* The content is a compilation of industry information from leading global advertising media publications & web portals.
Peninsula Corporate Park, Peninsula Tower 1, Wing B, Ground Floor, Unit No. 005, Ganpatrao Kadam Marg, Lower Parel, Mumbai – 400013
www.milestonemedia.in
BRAND ACTIVATIONS
10
Milestone Brandcom executes Axis Bank’s 20 years of celebration
Axis Bank celebrated their completion of 20 years on 2nd April 2014 at Axis Corporate Office, Mumbai. To be a part of this glorious achievement, Milestone Connect had designed and executed the entire venue branding and stage set up for the event. The branding consisted of cube installations at the entrance, lit up 20 years wall and milestone wall depicting various achievements over 2 decades in the lobby area. To mark the beginning of the event, badges were handed over to all the employees as they entered the venue.
The event started off with Ms Shikha Sharma, MD & CEO of Axis Bank, addressing all the employees regarding the glorious achievements of Axis Bank over the years. Post addressing, 11 senior employees were felicitated for completion of 20 years with the bank. Post event, the employees were asked to share their thoughts on progress by painting on the canvas wall installed at the lobby. To end on a sweet note, muffins were distributed to all the employees.
20 JUNE 10 | 2014
* The content is a compilation of industry information from leading global advertising media publications & web portals.
Peninsula Corporate Park, Peninsula Tower 1, Wing B, Ground Floor, Unit No. 005, Ganpatrao Kadam Marg, Lower Parel, Mumbai – 400013
www.milestonemedia.in
BRAND ACTIVATIONS
11
Axis Bank organises Affluent Training Conclave for the RM’s Axis Bank organises a training conclave for their RM’s of Affluent segment on 16th and 17th May 2014 at Palladium Hotel, Mumbai. The main objective of the training session was to motivate the RM’s of the Affluent segment and to promote various offerings in the Affluent segment.
Motivation being the main focus Milestone connect designed and executed the theme Imagine -with all your mind, Believe -with all your heart, Achieve -with all your might. The theme was depicted throughout the venue from the stage setup to the signage’s & Commitment wall for the two day training session
The event has various Axis representative sharing their thoughts on the strategy & future plans. The workshop session was furthermore motivated when Rajiv Anand, President –Retail Banking inspired the RM’s .At the end of the training session, the RM’s had to make their pledge by writing up their promises on the sheets and putting up to the commitment wall.
Various team building activities were conducted by the professional trainer during the workshop. The participants eagerly participated in the activities and Q & A sessions. On the spot gratifications were given in regular intervals of the interactive sessions to the RM’s
Post DJ grooved the audience with latest Bollywood mash ups.
20 JUNE 10 | 2014
* The content is a compilation of industry information from leading global advertising media publications & web portals.
Peninsula Corporate Park, Peninsula Tower 1, Wing B, Ground Floor, Unit No. 005, Ganpatrao Kadam Marg, Lower Parel, Mumbai – 400013
www.milestonemedia.in
BRAND ACTIVATIONS
12
Milestone Brandcom executes Branch Head Meet for Axis Bank across India Axis Bank conducted a training sessions for all the Branch Heads across India. The meet was held in four cities – Bangalore 21st - 22nd May, Delhi 15th - 16th May, Mumbai 19th - 20th May and Kolkata 27th – 28th May. The main objective of the event was to train and motivate the branch heads regarding the different offerings by Axis Bank and promote these offerings to their customers.
Milestone Connect planned and implemented the entire venue branding: from stage set up, agenda wall, schedule standees, etc. The event started with Ms. Shikha Sharma, CEO & MD addressing all the branch heads followed by the senior management members.
The branch heads from different circles were divided into six groups for the sessions conducted by the group seniors at six different venues at the same time. The last session was conducted by the HR head explaining regarding various corporate ethics & individual rights in Axis Bank.
The sessions ended with rewards and recognition appreciating the branch heads followed by dinner
20 JUNE 10 | 2014
* The content is a compilation of industry information from leading global advertising media publications & web portals.
Peninsula Corporate Park, Peninsula Tower 1, Wing B, Ground Floor, Unit No. 005, Ganpatrao Kadam Marg, Lower Parel, Mumbai – 400013
www.milestonemedia.in
BRAND ACTIVATIONS
13
Milestone Brandcom executes CEAT Service Camp Activation Milestone designed and executed the first pilot activation for Ceat. It was held in 5 service centers of Kerala. i.e. Ace Motors Malappuram, Ace Motors Calicut, Pioneer Motors Kannur, Ace Motors Kasaragod, East Veneice Allepey between 24th April to 2nd of May.
The objective of the campaign was to promote the 3 wheelers tires segment at Mahindra & PIAGGIO service centers in Kerala. To create brand awareness, Milestone designed a kiosk for consumer engagement activities along with the shop branding with Ceat posters and standees.
To make it more appealing along with the communication message “Jyada Mileage and Tension Free ride”, the customized consumer
engagement activities like Dart board game & Card game were created. To highlight the product features, an AV was also played to make awareness about the product. Winners were gratified with branded bags, key chains & playing cards
20 JUNE 10 | 2014
* The content is a compilation of industry information from leading global advertising media publications & web portals.
Peninsula Corporate Park, Peninsula Tower 1, Wing B, Ground Floor, Unit No. 005, Ganpatrao Kadam Marg, Lower Parel, Mumbai – 400013
www.milestonemedia.in
INTERNATIONAL
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FIFA World Cup 2014: Revolving Billboard Revolving billboards were used to promote the FIFA world cup 2014. Photographs of numerous football legends kept scrolling with a messaging of “who will win the world cup?”
Watch the video here.
Fright Nights Horror Film Festival : Crawling hands To promote the upcoming horror film festival, an innovative billboard was created that aimed to scare people. The creative was bloody text with props of crawling hands, all around the billboard. The crawling hands moved all across the billboard engaging passersby and creating the necessary buzz for the festival. Watch the video here.
Toyota Prius : Nature Billboard The billboards that came from nature and went back to nature. Every year, all across the globe millions and millions of billboards are produced. These billboards require immense raw materials like paint, metal etc. all elements that take over 200 years to decompose; making these a visual pollutant. Toyota wanted to promote its eco friendly car – Prius in an environmentally friendly way & therefore chose to create natural billboards. Watch the video to know more.
Volkswagen: The glowing cargo A phosphorescent cargo cover was developed to promote the volkswagen trucks tracking system. Using the truck itself as the media, a glowing cargo cover was installed on all the trucks. The messaging said : with Volksnet, your cargo never disappears. A brilliant way of reaching out to the target – truck drivers & shipping companies.
20 JUNE 10 | 2014
* The content is a compilation of industry information from leading global advertising media publications & web portals.
Peninsula Corporate Park, Peninsula Tower 1, Wing B, Ground Floor, Unit No. 005, Ganpatrao Kadam Marg, Lower Parel, Mumbai – 400013
www.milestonemedia.in
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Contact Us Peninsula Corporate Park, Peninsula Tower 1, Wing B, Ground Floor, Unit No. 005, Ganpatrao Kadam Marg, Lower Parel, Mumbai – 400013. Tel: 022-49210700 www.milestonemedia.in
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