As per his announcement in June, Nabendu Bhattacharyya, former president at OgilvyAction has launched his entrepreneurial OOH (out of home) agency called Milestone Brandcom along with his colleagues at Ogilvy namely, Imtiyaz Vilatra, Hanoz Patel, Pramit Mehta and Debashis Banerjee. Established with the help of private equity investors, the agency will have its head office in Mumbai and other branches stationed all across India.
Milestone will start its operations all across India from October 15 and from there on it aims at launching a retail solution arm and add other verticals such as brand activation and sports within the next six months.
Commenting on this switch by the key senior members from Ogilvy, Bhattacharyya says, “They have also moved on looking at the exciting opportunity 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. We can safely say that each has created a difference in the OOH space. I would also like to groom new talents for the organisation to add fresh perspective to this space.”
Bhattacharya launched his own agency to counter the certain long pending issues in the OOH industry like transparency, accountability, return on investment, creative and content, re-investment in the business and a short term approach to making money using the past learning and knowledge of his team to develop unique tools and value offerings.
He explains, “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 OOH 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,” he adds.