Milestone Last Mile expands footprints across India

By Nandana Das , afaqs!, New Delhi | In OOH News | October 05, 2011
The agency has roped in Atul Maheshwari from Mudra Max as VP and national head; has opened seven new offices across the country.

The out of home media agency Milestone Brandcom, has strengthened its retail marketing division Milestone Last Mile to increase its footprints across the country.

It is to be noted that Milestone Last Mile launched its regional operations last year in western India, with an office in Mumbai, and seven-eight members, with the aim to provide services to various clients like Barclays Bank, Dhanlakshmi Bank, ICICI, LG, and Tata Indicom, to mention a few.

Nabendu Bhattacharyya, founder and managing director, Milestone Brandcom, explains, "From then, I was looking for the best talents in the industry, and was very eager to expand Milestone Last Mile's operations in other parts of the country."

With the new development, Milestone Last Mile will operate from seven more cities in India, namely Delhi, Kolkata, Chennai, Hyderabad, Bengaluru, Pune and Ahmedabad. In addition to this, the agency has also increased its manpower to approximately 30. Now, equipped with better resources and talent, the agency will also be targeting the existing, 78 clients of Milestone Brandcom.

Talking about the expansion plans, Bhattacharyya says, "The retail industry is one of the fastest growing industries in the world. With retail insight, innovation, picture perfect implementation, and ideation along scientific and technology based applications, Milestone Last Mile intends to create a unique identity and differentiated offering in comparison to other agencies in the fray."

Milestone Last Mile will create the designs, implement the designs in stores, and also send audit reports of the products.

Bhattacharyya adds, "Milestone Last Mile will add value to the modern shopping experience of the customer by creating branded environments in line with the latest social trends and aspirations, across brand interfaces like shop facia, point of sale material and merchandising, shop-in-shop, promotional packaging, permanent and semi-permanent fixtures with innovative concepts and designs, product display techniques, usage of new material, and effective use of digital and interactive media, in order to influence shopper behaviour."

To lead the retail division, Milestone Brandcom has roped in Atul Maheshwari as vice-president and national head, Milestone Last Mile. Maheshwari, who will be based in Mumbai, will report to Bhattacharyya.

His mandate will involve designing the business model for Milestone Last Mile, to help expand its national footprints. Additionally, he will also be responsible to form and lead a team.

Talking about Maheshwari's appointment, Bhattacharyya says, "Maheshwari's understanding of store designing will help us to serve clients better."

Prior to joining Milestone Brandcom, Maheshwari was with Prime Retail (the retail services arm of Mudra Max) as general manager, taking care of retail business across north, south and east India operations.

Maheshwari says, "Our aim is to create a reputation of turning great ideas into exceptional experiences that will trigger desired responses, and finally, results."

Having more than 17 years of experience in sales and retail marketing, Maheshwari has worked with agencies like Ogilvy, spearheading the retail operations at Ogilvy Signscapes, for four years. Apart from this, he has also worked with LG, handling various products and services.

In his career span, he has spearheaded retail projects nationally for various brands like BlackBerry, Samsung mobile, Nerolac, ING, VLCC, and Vodafone, to name a few.

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