Nabendu Bhattacharyya, former President of Ogilvy Action, has set up his own OOH venture, Milestone Brandcom, with the help of private equity investors. Milestone will be headquartered in Mumbai and will have a pan-India presence.
Speaking on his team, Bhattacharyya said, “My key founding team members – Imtiyaz Vilatra, Hanoz Patel, Pramit Mehta and Debashis Banerjee – had worked with me at Ogilvy for several years and have also moved on, looking at the exciting opportunity that we can bring to the table for brands and create a differentiator. The key founding members are some of the finest OOH professionals in India and have worked for a plethora of brands in their past stints and, we can safely say, have each created a difference in the OOH space. I would like to groom new talents for the organisation to add fresh perspective to this space.”
He further said, “Certain long pending issues in the OOH industry frustrates me a lot, especially in the areas of transparency, accountability, ROI, creative and content, re-investment in the business, short term approach to making money, technology use in the OOH space, etc. Staying with corporates, it was a distant dream due to various reasons. Team Milestone will use their past learnings and knowledge to develop unique tools and value offerings to address these questions and help bring about a better understanding and deliveries in the OOH space.”
Milestone will be fully functional and simultaneously operational across India from October 15, 2009. Along with the OOH arm, Milestone’s further plans include launching a retail solution arm in a few months’ time. Thereafter, the company plans to add on other verticals such as brand activation and sports within the next six months.
“Milestone Brandcom is equipped to be at the forefront of the market to capitalise on the drivers of change and opportunities for innovation on behalf of its potential clients. The out-of-home industry in India is well on its way to maturity with the launch of IOS (Industry Syndicated Study on Outdoor), and the opportunities before us are endless. Dominance and control are giving way to mutually beneficial fair partnerships, collaborations, and the willingness and ability to deliver value and achieve growth to create great work for brands, which finally deliver ROI. We would like to work with fewer clients and offer unique OOH solutions to brands along with personalised attention with utmost sincerity and passion,” concluded Bhattacharyya.