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Dentsu Aegis buys Indian outdoor ad firm Milestone Brandcom

Ashish Bhasin & Nabendu Bhattacharyya

Ashish Bhasin & Nabendu Bhattacharyya

Media agency Dentsu Aegis Network has acquired five year-old Indian out-of-home specialist Milestone Brandcom for an undisclosed sum.

Combined with its existing outdoor buying arm Posterscope, Dentsu Aegis is now the leading outdoor buyer in India by volume, the agency is claiming.

The announcement from Dentsu Aegis Network:

Dentsu Aegis Network today announces the acquisition of Milestone Brandcom, the  leading Out-of-Home (OOH) specialist agency in India. With the acquisition of Milestone Brandcom, combined with Posterscope – Dentsu Aegis Network’s global outdoor media agency – Dentsu Aegis Network becomes the leading centre of excellence within India’s Out-of-Home market,  in terms of quality and volume.

Founded in October 2009 and led by Founder and Managing Director Nabendu Bhattacharyya, Milestone Brandcom is one of the fastest growing integrated outdoor media agencies in the country and India’s largest OOH company based on billings. The 175 strong team of specialists at Milestone Brandcom, the most awarded OOH agency in India, have more than 100 active clients across a wide range of industries, and provide a full service comprehensive OOH offering which includes an event promotion activation division, rural OOH activation, retail and digital OOH division. Milestone Brandcom recently launched the ‘Milestone Optimizer’, a powerful tool which optimises OOH media plans by tracking 25,000 sites across India and providing Gross Impression Points of an OOH campaign, a first in India.

Nabendu Bhattacharyya will continue as CEO and Managing Director of Milestone Brandcom, reporting to Ashish Bhasin, Chairman and CEO of Dentsu Aegis Network South Asia.

Nick Waters, CEO of Dentsu Aegis Network Asia Pacific said, “Milestone Brandcom is a highly awarded and well respected agency in India. This acquisition marks another significant step as we build a high quality and scaled group in India.  We welcome Nabendu and the team to the company.”

Ashish Bhasin, Chairman and CEO of Dentsu Aegis Network South Asia said, “Milestone Brandcom is not only a market leader but also a pioneer of several developments in the OOH industry in India. Posterscope was already amongst India’s fastest growing brands. This investment now establishes clear leadership for us in this very important medium, making us the leader in the OOH and OOH Retail space in India. We believe that OOH will play an increasingly important role for clients in years to come so we are delighted to be able to offer clients a market leading service.”

Nabendu Bhattacharyya, CEO and Managing Director of Milestone Brandcom said, “We are thrilled to join hands with the Dentsu Aegis Network and my entire team and I are looking forward to taking Milestone Brandcom to even greater heights. Being a part of a dynamic global group like Dentsu Aegis Network will help us be stronger together. OOH will become more and more important in India and we are confident that as market leaders we will be at the forefront of this progress.”

Dentsu Aegis Network will take a majority share in Milestone Brandcom. The company will retain its identity, branding and culture and share its knowledge in creative and OOH planning with the group.

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