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Milestone Brandcom builds imposing presence for DSP Black Rock Mutual Fund on Bandra Skywalk
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network2media Bureau   
Wednesday, 09 February 2011 09:00 (IST)
'Size Matters': Here is proof NEW DELHI: In a first, Milestone Brandcom has provided DSP Black Rock Mutual Fund a looming presence in Mumbai with the branding of the Bandra Thackrey flyover section of the 1.3 km Bandra Skywalk. The OOH firm has used an extensive stretch of 660 ft for the branding, which at a uniform height of 10 ft makes it a 6,600 sq.ft brand presence that nobody can miss.

Juzer TambawallaCommenting on this unique branding initiative, Juzer Tambawalla, senior VP - marketing, DSP Black Rock, said, "We were very excited when Milestone Brandcom told us about the offer of branding on the skywalk. I was sure that this move would help us in creating the desired buzz."

Imtiyaz N. VilatraElaborating on the initiative, Imtiyaz N. Vilatra, founder member & managing partner, Milestone Brandcom, said, "Since the skywalk was erected on Bandra flyover I was very sure that this could become an iconic site in the suburbs like the Patel Bridge in town.”

'Massive' - In the true sense of the term “Just the sheer size of the structure ensures eyeballs on the brand. We capitalised on the first mover advantage for DSP Black Rock," he added.

Attention grabbing visibility & exposure from 'Near' & 'Far' At a broad level, Vilatra said, “We at Milestone don't believe that outdoor is just branding on traditional mediums and are always on the lookout for something new, so that we offer more than what traditional agencies offer to the clients. Branding on the skywalk is just another example of this."

Another view that highlights the sheer visual dominance This branding initiative is an excellent example of how the new civic amenities and support infrastructure can be turned into compelling OOH media properties.

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