Milestone Brandcom wins Wildcraft biz

Executes the brand's first OOH campaign 'Come Alive' which encouraged people to experience the outdoors

BestMediaInfo Bureau | Delhi | January 14, 2015

Wildcraft, an outdoor and adventure gear company, has roped in Milestone Brandcom to handle its OOH media mandate. The agency will be responsible for developing strategic communication solutions for the brand. The account was won following a multi-round, multi-agency pitch held in September 2014. The agency won the account on grounds of its in-depth understanding of the brief and the creative OOH proposition for the brand.

Milestone has planned and executed Wildcraft's first campaign, 'Come Alive'. The campaign showed off a selection of its gear against outdoor landscapes. The campaign intended to spread brand awareness and encourage people to experience and explore the outdoors.

Simeran Bhasin

Simeran Bhasin, Chief Marketing Officer, Wildcraft, said, “Being seen across national media for the first time it is important for Wildcraft to not only be visible, but to also be effective at encouraging people to explore the great outdoors. We chose Milestone because of their enthusiasm, partnership approach and innovative consumer engagement ideas. We are delighted to have a zealous agency like Milestone on board.”

Nabendu Bhattacharyya

Nabendu Bhattacharyya, CEO and Managing Director, Milestone Brandcom, commented, “The 21-day campaign, which started on December 20, 2014, aimed at stimulating the crowd in the 15-44 age group, basically the youth and the working professionals to “get up and explore.” The campaign brought alive Wildcraft's brand and product. Winter is the season for adventure sport and expeditions. The continuous brand presence ensured that explorers were reminded to visit the Wildcraft store and explore their superior quality products like rucksacks, backpacks, clothing, equipment, footwear and gear for adventure.”

The campaign was executed in the cities of Mumbai, Bengaluru, Delhi NCR, Ahmedabad, Pune and Hyderabad, across 250+ high-impact touch points. Billboards, mall facades, bus shelters, metro and cab branding were some of the assorted media vehicles deployed based on the TG; thus ensuring an immediate awareness and excitement around the brand.

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