Tata Indicom assigns OOH duties to Milestone Broadcom

As per industry sources, the account is pegged at about Rs 60 crore

Tata Teleservices has awarded the OOH duties of its brand, Tata Indicom, to Milestone Brandcom, following a multi-agency pitch. The agency will handle the Tata Indicom brand, which comprises three businesses -- CDMA, Photon and Walky -- across all 22 circles in India.

The pitch for the account was called in June, and about a dozen agencies participated. The account, pegged at about Rs 60 crore, was given to Milestone Brandcom after three rounds of meetings. The contract with Milestone is for two years.

Earlier, Madison's outdoor division, MOMS handled Tata Indicom, except in the Mumbai and Maharashtra circles, which were handled by Square Circle. Now, MOMS will handle the OOH duties of only Tata Docomo, which have been with the agency since 2009, when the brand was launched.

Speaking about the win, Nabendu Bhattacharyya, MD, Milestone Brandcom, says, "We will create quality benchmark in outdoor. We will bring efficient planning and try to bring in more transparency in business for brand growth. We want to deliver solutions with accountability in planning, buying and execution to our client."

Bhattacharyya, who was earlier associated with O&M, has worked on Vodafone's account (when it was Hutch) for about a decade; and says this experience would prove to be helpful in building the brand.

The primary target audience for the CDMA brand of Tata Teleservices, which is a mass product, is SEC B and C; while Photon appeals to the upcountry market and Walky focuses on SMEs.