Milestone Brandcom has extended its service offering through the line with the launch of Milestone Connect, an on-ground event, sports marketing and promotional marketing solutions division. Milestone Connect will focus on the experiential aspect of consumer marketing, playing a pivotal role in the consumer’s daily life that influences brand experience at various touch points.
Taking about this new initiative to exchange4media, Nabendu Bhattacharyya, Founder & Managing Director, Milestone Brandcom, said, “Cricket is the only common religion that Indians follow despite the diversity. However, the popularity of F1, soccer and tennis is also gaining traction with the Indian youth, who are the potential consumers today and the next 40 years. This high consumption power of Indian youth and increasing attraction towards sports is what makes ‘sports’ a religion that Milestone Connect will bracket together.”
He further said that the time was right with India rising on the global stage and worldwide marketers entering India, creating a healthy competing environment, which made logical business sense for Milestone to set up the experiential division as a natural extension in connecting with the consumer more meaningfully. “We see a huge and untapped potential to establish brands and delight customers by creating unique as well as practical and engaging experiences in public places, simultaneously integrating them into their digital social life. By creating such opportunities to interact with the consumers, Milestone Connect will drive marketing efforts that aim to create, stimulate and influence customer behaviour in the lighter moments of their life helping brands resonate emotionally and deliver measurable results,” he added.
To lead the new unit, Milestone Brandcom has brought on board Shivneet Singh as VP & National Head, Milestone Connect. Prior to this Singh was VP at Kidstuff (the promotional marketing arm of Mudra Max) and was responsible for North India & East India operations. With 18 years of rich experience in handling product launches, brand promotions, sports and events across a broad range of businesses. Singh has played an instrumental role in bringing brands to life both nationally and internationally. Singh has also worked with TIC-Integrated Marketing Solutions, CS Direkt Events & Exhibitions Pvt Ltd, Lemon Tree Media Pvt Ltd and Sporting Ambition.
“Shivneet’s appointment strengthens Milestone Group’s service portfolio significantly and will give a jump-start to the experiential marketing and brand promotions for Milestone Group,” said Bhattacharyya.
On joining the new division, Singh said, “Looking at the spirit and momentum of team Milestone I am all excited and geared up for the ‘Big Challenge’ to take-off Milestone Connect. My immediate task is to attract the best talent in the industry and spur Milestone’s growth trajectory to its natural level integrating events, sports and promotions with its proven capabilities in the OOH advertising space.”
Milestone Connect will cater to brand activation in an inclusive sense, connecting brands with consumers in the lighter moments of their life at diverse touch points – at malls, multiplexes, sports events or even cultural fairs and social gatherings, while they are having fun and are receptive to information which is creatively delivered. Their deliverables on sports arena is to create brand experiences at the event venue, on ground, managing sports celebrities, organising corporate tournaments around sports like golf, cricket, soccer, etc., including ownership of sports advertisement space rights.
Milestone Connect already has a 30-member team on board in Mumbai and Delhi and in the next 30-45 days they would be operational in five other metros (Bangalore, Chennai, Hyderabad, Ahmedabad and Kolkata).