Abhinav Mohapatra, New Delhi
The advertising media industry had kept it under wraps when Airtel had put its OOH mandate up for grabs, asking OOH media agencies for a pitch earlier this year. The latest news is that Milestone Brandcom has won the outdoor media advertising mandate for Airtel, displacing Madison Media, that held Airtel's account since 2010.
Delighted to win the OOH mandate, Nabendu Bhattacharyya, CEO & Managing Director, Milestone Brandcom says that his agency has won the country’s largest telecom business and the largest business in OOH domain. "Airtel is a fantastic brand to work for and I am sure we would create some great work in out of home landscape and create milestones in creativity and innovations for brand Airtel,” he adds.
Airtel's outdoor media advertising account is an approximate Rs50-60 crore. Milestone Brandcom will only be handling the telecom giant's account in India for a period of 3 years. Whereas, in other parts of the world, where Airtel operates, the telecom brand will continue with its existing OOH Agencies as of now. DDB Mudra , Rapport from IPG, Posterscope from Densu Aegis, Percept , Madison among others also participated in the pitch, says an industry source.