Dentsu Aegis network acquires Indian OOH agency Milestone Brandcom

Founded in 2009, the company claims to be the country's largest OOH agency based on billings as well as the most awarded specialist agency. It has more than 100 active clients, 175 employees and 42 offices across India.

Nabendu Bhattacharyya will continue as CEO and managing director, reporting to Ashish Bhasin, Chairman and CEO of Dentsu Aegis Network South Asia. The company will retain its identity, branding and culture and share its knowledge in creative and OOH planning with the group, according to DAN.

Combined with Posterscope, Dentsu Aegis Network’s global outdoor media agency, the acquisition makes DAN the "leading centre of excellence" within India’s OOH market in terms of quality and volume, the network asserted.  

Milestone Brandcom provides a full-service offering including event promotion activation, rural OOH activation, retail and digital OOH. The company recently launched the ‘Milestone Optimizer’, a tool that tracks 25,000 sites across India, providing Gross Impression Points of OH campaigns.

The acquisition marks another significant step as DAN builds a high quality and scaled group in India, according to Nick Waters, CEO of Dentsu Aegis Network Asia Pacific.

“Milestone Brandcom is not only a market leader but also a pioneer of several developments in the OOH industry in India," Bhasin said in a press statement. "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.

Bhattacharyya said 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".