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Milestone Brandcom appoints Ujjwal Anand to head rural and experiential division
MUMBAI: Milestone Brandcom, the home-grown out-of-home agency from the Dentsu Aegis Network, has roped in Ujjwal Anand as the country head for its rural and experiential division, Milestone Outland.
As part of his new mandate, Anand will be responsible for driving strategic offerings at Milestone Outland through freshly-created tools that can help clients take investment decisions with measurable results.
Based out of Delhi, he will report to Milestone Brandcom CEO Nabendu Bhattacharya.
Anand will head the agency’s experiential offerings with a focus on emerging markets and emerging consumer class (ECC) across the rural and urban markets. He will consolidate the existing businesses and work towards widening the agency’s presence across India.
Bhattacharya said, “Ujjwal’s rich experience and impeccable track record makes him an ideal choice to drive integrated experiential solutions at Milestone Brandcom. He will address specific brand problems. His energy is well-aligned with the agency’s vision and philosophy. We are in an investment mode and will build a 50 member team for Milestone outland by December 2015.”
Anand stated, “Experiential advertising is the fastest growing segment of the industry today; and its cutting edge lies in digital experiential. Technology, clubbed with creative idea, is the key to finding great solutions for any brand. I feel Milestone has created a benchmark in the industry. With innovations such as Milestone Optimizer and Milestone Tracker, the agency has created tools that will make every penny accountable.”
Prior to this role, Anand was with Geometry Global, Ogilvy’s activation network that was earlier known as Ogilvy Action. He spent 10 years with the agency as business head for North and VP, leading experiential practices that included rural, urban, social and shopper marketing.
In a career spanning 12 years, Anand has worked with brands like GSK, Dabur, Vodafone, OLX, GPI, Motorola, Micromax, Samsung, Peerless, Coca Cola, TripAdvisor and DuPont. He has also handled social and developmental sector and government clients including Orissa Tourism, NSDC, MAMTA, PSI, FHI, CHAI, WATSAN and SIFPSA.
He began his career with Advent, the events and activation arm of Lowe Lintas. Subsequently, he joined Linterland, the rural marketing arm of Lowe Lintas in Kolkata. After a 2 year stint, he moved to Ogilvy Action to handle its rural business in Delhi. In five years, he was promoted as VP to head all the service offerings of Ogilvy Action including Rural, Shopper, Experiential, Trade, Promotional and Social in North.
He spent a decade at Ogilvy where he gathered experience in industry categories FMCG, automobile, consumer durables, agri and telecom brands.
In addition to the existing 15 members, Milestone Brandcom has now made15 fresh recruitments for its experiential division who are spread across various capabilities like creative, account management, account planning, insight, content and operations. Together, they are working on national brands including Binani Cement, Tata Sky, Colors, &TV, Axis Bank, ABP News, ABP Majha, Zee Anmol, Bajaj Platina, Telenor, Petronas and Tata Docomo to name a few.