Ishan Raina, formerly of Euro RSCG, has teamed up with Shanghai-based OOH agency Focus Media to foray into the out-of-home business. The new venture, which is funded by private equity player 3i, is set to roll out by January 2007.
Based on an audience-centric approach, Focus Media provides a broad portfolio of media advertising platforms, including commercial location network, in-store network, poster frame network, mobile handset-advertising network (through Focus Media Wireless) and outdoor LED network.
Commenting on the new venture, Raina said, “We are setting up the infrastructure and building up the talent for this new set-up. It’s very complex to set it up.”
He further said, “The company would roll out about 2,500 LCD screens across the country in January 2007. Initially, the screens will be launched in places such as Mumbai, Delhi, Hyderabad and Bangalore (or Bengaluru). These will be expanded to other areas as well if an advertiser has a presence in numerous places. We will be expanding to 20 other cities. The key areas on which the company will focus are malls, supermarkets, commercial buildings, restaurants, high traffic junctions, etc.”
Raina added, “We have hired a few senior people and we will be announcing our clients by the first week of January. Niloufer Dundh, Vice-President, Sales, Hungama TV, has joined the venture as Chief Sales Officer. Dundh will be mainly responsible for the all-India sales, strategies and business development aspects for the company. Raghuraman Venkataraman has been appointed as head of media strategy. He has moved from ESPN. Yogesh Khare has been roped in as head of finance for the company. He was earlier with CNBC-TV18.”
Talking about making this medium the most influential touch-point in reaching out to a consumer, Dundh said, “The idea is to attract and communicate to the consumer at the time of purchase and at his leisure in an appealing way.”