MAM

Milestone Brandcom forays into rural marketing with Milestone Outland

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2017/02/09/OOH1.jpg?itok=Rk-26tZZ

MUMBAI: Out-of-Home (OOH) advertising and media company Milestone Brandcom has expanded its footprint with a communication division dedicated to low income and rural consumers Milestone Outland.

It has appointed Ajay Sundaram to the post of country head and vice president of this new division. The outfit will have a team of 50 members operating pan-India within a month from launch.

"At Milestone, we believe in investing in talent, knowledge and insights. We want to help the brand reach its customers wherever they may be. Therefore we felt the need to go rural. Milestone believes it is essential to gain an understanding about the impact of these elements to succeed in the Indian rural markets. Our future growth strategy involves offering this service to our existing and new client‘s. Therefore we have appointed established experts in the field of rural marketing who are equipped with the skills of surviving in these markets," commented Milestone Brandcom founder and managing director Nabendu Bhattacharyya.

He reveals that the intention of starting this division is to challenge the current status quo in rural consumer communications.

Marketers focus is shifting towards low income consumers in tier 2 and 3 towns as the next level of growth is expected from smaller towns. India‘s rural population comprises of 12 per cent of the world‘s population presenting a huge, untapped market. Taking into consideration the population density in rural India, it offers vast opportunities that brands cannot afford to disregard.

The Indian rural market consists a variety of mind-sets, cultures, and lifestyles. More than 70 per cent of India‘s population lives in villages. The size of the market increases many fold with the coupling of the LIC (Low Income Consumers) market.

It offers a huge opportunity for the media and advertising industry. There lies a massive availablility potential among these consumers because of the increasing disposal income and awareness levels. Studies have shown that the rural consumers across all income segments exhibit marked tendency to spend on premium products which are backed by strong brand values, where they correspond to their own aspirations and quality needs. These consumers are the future for brand‘s survival & sustenance in Indian markets.

According to the McKinzey Report, India will be the 5th largest consumer market by 2025 and income levels will almost triple. Rural consumer communications is therefore a growth strategy for Milestone Brandcom. Milestone Brandcom has over 100 active brands in its roster; it is a natural extension of the company‘s offerings from OOH, events-promotion, retail solutions and rural consumer communications.

"Increasing brand consciousness and disposable incomes has made the rural consumer more demanding and selective in his purchase behaviour. Rural markets demand a sustained effort by brands to expose the consumers to the products via activities related to brand building and product acceptance. We plan to reach out to the low income rural consumers and give them an opportunity to understand the various choices in terms of brands and products via continuous penetration through different modes of OOH advertising. To effectively succeed in the markets, campaigns have to be tailored to requesting the consumers to keep in mind the nuances of their language, dialect and customs prevailing in their region," said Ajay Sundaram.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/16/buzz.jpg?itok=-Q7OjpKq
Buzzoka launches Influencer Driven Instagram Ad Film Service

Buzzoka, India’s most disruptive influencer marketing company has forayed into Instagram-Ad films which will be led by Influencers.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/16/scripbox.jpg?itok=Uj0jcQ_j
Scripbox promotes tax saver plan through new campaign

Scripbox has launched a new campaign promoting its tax saver plan, which with two scientifically selected ELSS mutual funds and a paperless sign-up process makes tax-saving easy, simple, and hassle-free on both web and app interfaces.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/16/otm.jpg?itok=6nvxUdGi
One Take Media Co introduces new logo

One Take Media Co (OTMC) is proud to announce the launch of the new logo as part of the ongoing evolution of our company.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/16/mixx.jpg?itok=pxhayduH
Accenture finds 82% consumers prefer companies with shared purpose

Accenture released its fourteenth annual ‘Accenture Strategy Global Consumer Pulse Research’ report. The ‘From Me to We: The Rise of the Purpose-led Brand’ revealed that 82 per cent Indian consumers prefer to buy goods and services from companies that stand for a shared purpose that reflects their...

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/15/vodafone.jpg?itok=QD6BsTIf
Vodafone launches #StrongerEveryHour campaign

MUMBAI: Vodafone Idea, the largest telecom network in the country, welcomes the New Year with the launch of #StrongerEveryHour campaign that aims to highlight the improved network of ‘Vodafone SuperNet 4G - India’s Data Strong Network’ especially in crowded zones, where a tower is being added every...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/15/times.jpg?itok=h_jgDfNx
Worldwide media owned timesknowledge.in launches a new india-centric section – ‘know india’

TimesKnowledge.in, a knowledge portal from Worldwide Media Private Limited, announces the upcoming launch of a riveting new section – ‘Know India’ on the website.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/15/ashish.jpg?itok=09srwe9Z
Ashish Tiwari resigns as head digital marketing, PR at Hero Cycles

The head of digital marketing and PR at Hero Cycles, Ashish Tiwari has reportedly stepped down from his position.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/15/ogilvy.jpg?itok=w6pLNaj-
Ogilvy appoints Reed Collins, Sonal Dabral to head APAC team

Ogilvy announced today a new creative leadership team in the Asia Pacific region. Reed Collins and Sonal Dabral will lead the agency’s creative efforts throughout Asia Pacific

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/15/sachin.jpg?itok=agMUYwsX
Sachin Bansal invests $21 mn in Ola

According to a filing with the Registrar of Companies (RoC), Flipkart co-founder Sachin Bansal has invested around $21 million in the SoftBank-backed cab-hailing platform Ola in a Series J funding round.

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories