Mudra has rolled out StreetSmart, its new outdoor unit, in addition to its active OOH unit Primesite. The new arm "aims to provide an interactive edge to the outdoor space". StreetSmart will be headed by Anurag Gupta, who is president- strategic initiatives and integration for Mudra Group.
Commenting on the new unit, Pratap Bose, CEO, Mudra MAX said “OOH has been boxed inside 40x20’s for too long. Far too many brands have been confined to spreadsheets. Audiences are posing newer challenges. Old answers won’t do any more. Brands are asking newer questions. Brands need ideas, not billboards. In an environment where billboards have been relegated to being eyesores, StreetSmart will reposition OOH from Opportunities to See to creating Opportunities to Chat.”
Added Gupta, "While thought leadership will differentiate StreetSmart from the rest, we also know that a rock solid operations and monitoring set up is necessary to translate it into reality. Operations and monitoring is the spine of our offering.”
StreetSmart has kick-started its operations from the 18th of June.
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