Pradeep Guha has ventured into the out-of-home space with a new agency, Street Culture. He will be associated with the company as its Founder and Promoter. Sriram Iyer has been roped in to head this venture as CEO. Prior to this, Iyer was with the OMI division of Laqshya Media. Swapna Desai has come on board as COO. Street Culture would deal with advertising properties like billboards, ambient media, street furniture and other upcoming mediums in the OOH space, including activations.
Guha said, “The increased pressure of competition, product parity and consumer choice gradually transforms the market from a seller’s to a buyer’s market. It forces companies to look beyond the product-driven selling approach, which is why they have to evolve their product and selling efforts to influence consumer choice in their favour.”
Commenting on the plans that had been chalked out for Street Culture, Guha said, “At Street Culture, our aim is to get the basics right and make OOH accountable through various checks and measures. Innovative use of the media can make all the difference, and Street Culture will be following this strategy to ensure maximum eyeballs for every campaign executed, going beyond the standard 20x10s and foraying into ambient media and activations to provide optimum mileage for OOH campaigns.”
Sriram Iyer, CEO, Street Culture, added, “From our vantage point, every campaign is an opportunity to prove that outdoors delivers. The strategic mix of OOH media, coupled with innovations, is what makes a good campaign great. Our experience in delivering effective OOH campaigns will provide the foundation for this company. With OOH getting a substantial share of most advertising campaigns, the influx of professionals and accountability would be the key factors to grow this industry. While planning is an important factor, most OOH agencies do not have a robust monitoring system. At Street Culture, we have set in place a nationwide monitoring system to address this need. With more and more people spending more and more time out of home, the effectiveness of an outdoor campaign rises manifold. Coupled with innovations and keeping abreast of the latest technological advances, Street Culture will be at the forefront of the great outdoors.”
Iyer brings in 18 years of media experience beginning with The Times Group to his own venture at one point. He had joined Laqshya Group’s OMI division in 2007 and was instrumental in churning out highly innovative campaigns there.