executive officer of Zee Entertainment Enterprises Ltd (ZEEL), Pradeep Guha, has stepped into the OOH arena by setting up a new agency called Street Culture. Street Culture will be a part of Guha's firm, Culture Company, which creates entertainment products and manages talent; it has produced films such as Fiza and Tehzeeb.
Sriram Iyer is Street Culture's new CEO. Iyer was earlier with Outdoor Media Integrated (OMI), a part of Laqshya Media. He joined OMI in 2007 and, while there, helped to produce highly innovative campaigns for brands such as Dove and UTI Mutual Funds.
Swapna Desai is the chief operating officer of Street Culture. She moves here from Digiratti Media, where she was an executive director.
Iyer says Street Culture will be a pure-play agency; it will not own any media. The agency will use OOH in all its forms - bus shelters, ambient media, everything. "In every campaign, we will try and include as much of an ambient media element as possible. Today, people are spending more and more time outdoors. In fact, the research we have shows that Indians are spending a minimum of one and a half hours commuting. The weekends are spent in malls and multiplexes. So, that's a consumer touch point where a brand should be visible," says Iyer.
He adds, "A billboard can never be quantified. But ambient media, a below-the-line activity done for a campaign, can show results instantly and that is what we're looking at this time. We have a very robust monitoring system, not just for our campaigns, but also for our competitors, tracking, market reports, everything in place."
Is this the right time for Street Culture to come in? Iyer believes that this is definitely the right time because clients are looking to get the maximum out of their budgets in these times of inflation. Iyer says they do not have advertisers on board as yet, but are pitching for various businesses.
Street Culture was in the planning stage for about two and a half months and saw a soft launch on June 6. Based in Mumbai, it will have offices and representatives all over India.