Uninor appoints Storyboard Brandcom as OOH AoR

This is the first client of Storyboard Brandcom, which is the second agency of Milestone Brandcom Group.

Telecom service provider Uninor has chosen Storyboard Brandcom, a division of Milestone Brandcom Group, as its out of home (OOH) agency of record. The agency bagged the account after a multi-agency pitch that was held in Gurgaon in October. The appointment is for a period of two years.

Uninor had invited about 10 agencies, including Bates Wallstreet, Madison Outdoor Media Solutions and Kinetic (WPP's OOH wing), among others. DDB MudraMax is the incumbent agency handling Uninor's out of home requirements.

Storyboard Brandcom, whose Delhi office will service the brand, is the second OOH agency of the Milestone Brandcom Group. In fact, it is building an exclusive team to service the brand. Set up in 2011, this is the agency's first client. The agency was created to provide contemporary, technology-driven solutions.

Sharad Mehrotra, chief sales office, Uninor, says, "Storyboard Brandcom exhibited better local insights into the needs of a challenger brand and for Uninor. OOH has always played a critical role in establishing the brand as the 'best in voice' at the local level. The agency's out of the box innovation and low cost mass market ideas differentiated it."

Nabendu Bhattacharyya, founder and managing director, Milestone Brandcom Group, says, "Our challenge is to properly understand Uninor's customers and create a proposition that goes with its brand proposition of 'sabse saasta' brand." While the agency has not received any brief yet, the campaigns will have a youth-focused approach. Uninor's target customers are youth and SEC C, D and E.

"We will do local approach by being visible, transparent and emphasising how Uninor provides the best value for money service,"

he adds.