Reliance Communications awards OOH business to Milestone Media

The agency won the account in a multi-agency pitch that saw participation of seven more agencies. The incumbent agency on the business is Kinetic Worldwide.

Reliance Communications has appointed Milestone Media, a division of Milestone Brandcom, to handle its out-of-home advertising duties.

The agency won the account after a multi-agency pitch that saw participation of agencies like DDB Mudra, Madison Outdoor, OAP India, Hansa Outdoor, Laqshya Media, the sources informed.

The incumbent agency on the account, Kinetic Worldwide also participated in the pitch that took place in Mumbai. The three-round pitch was initiated in February and concluded last month.

Milestone Media will handle pan-India OOH media duties for the business. The agency claims to have triumphed over others on account of its comprehensive and inventive approach on creative thinking, category understanding strength, micro planning and 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."

For the record, the agency claims a turnover of more than Rs 310 crore in less than four years of operations with 175+ people on board and 42 network offices.

Milestone Brandcom currently executes OOH media duties for more than 100 established brands in India including key accounts like Tata Photon- Docomo, Colors, McDonald's, Binani Cement, Axis Bank, L'Oreal, Franklyn Templeton, Fastrack, ITC Foods, Dish TV, DSP Blackrock , ABP News, Nestle, Uninor, Titan Eye, Tanishq, ETV, Viacom Studio 18, Tanishq, Bajaj Auto and Polycab.