By: M4G Bureau
Last updated : May 04, 2020 11:47 am
The idea is to re-invent the work style and bring in more resilience to embrace the disruption in the market in a post COVID scenario
Consequently, in a proactive attempt to smoothen the damage that the OOH sector continues to face in India under the coronavirus threat, Dentsu Aegis Network (DAN) India has embarked upon multiple initiatives to future proof the group along with working closely with other DAN markets from the network to further strengthen its capabilities.
As part of these initiatives, Milestone Brandcom, the out-of-home agency from the house of DAN India, will lead the program to augment the agency’s OOH business by adopting new technology, media insights and best practices by working closely alongside the agencies in the network and getting the best practices from other markets.
Speaking on the initiative, Anand Bhadkamkar said, “The post-Covid world will summon a new era. It will demand new ways of working and thinking across businesses. Fresh strategies will have to be charted to improve business productivity. We will have to re-invent the way we work and bring in more resilience in our businesses to embrace the disruption in the market in a post COVID scenario. Therefore, to inculcate innovation, and introduce fresh learnings and perspectives into the business, Nabendu will drive this initiative. He will continue leading Milestone Brandcom, alternating between the US and India offices.”
Commenting on his new role, Nabendu Bhattacharyya said, “US controls nearly 50% of the world’s ad industry. So what better than to start there, import their technologies and ideas, and use their learnings to enhance Milestone Bandcom and DAN India brands. I strongly believe that Dentsu as a network will help in the growth of India’s advertising structure and Milestone Brandcom will strengthen its position as a flagship brand of DAN India. I am also convinced that the whole world will come out of these challenging times soon and large markets like the US will accelerate economic growth faster than ever.”
Home to two of the strongest OOH brands in the country - Milestone Brandcom and Posterscope, competing fiercely in the marketplace, DAN continues to command clear leadership in the out-of-home business in India; and now, with this new initiative and other measures, Milestone Brandcom along with DAN Brands are gearing up to support clients address their business problems and target exponential growth once businesses start coming out of the coronavirus pandemic.
For the record, Milestone Brandcom and Posterscope India will continue to work independently, with its respective leaders reporting into DAN India CEO, Anand Bhadkamkar , while team Milestone Brandcom will continue to report into Nabendu Bhattacharyya.