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.

Commenting 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."

Elaborating 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.”

“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.

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."

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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