MUMBAI: In yet another strategic move, Mudra MAX launches its new unit in the OOH space called ‘StreetSmart’ which will provide a new age interactive edge to the outdoor space. Mudra already has an active OOH unit, Primesite. Anurag Gupta will head StreetSmart, in addition to his role as president - strategic initiatives & integration for Mudra Group.

Commenting on the new unit, Pratap Bose, COO, Mudra Group, 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.”

“The industry suffers from the dangers of sameness. All strategies end with the same power point slides.  All doors lead to the same locations. Someone needs to break a wall and create new conventions. We will carry that hammer” says the StreetSmart team. “We are all nimble footed deft players who know how to dribble past the inherent problems the medium faces and shoot for the goals that the clients demand,” the team added.

In this era of new mediums for communication, OOH which is the oldest medium in the world, is perhaps one of the few which have not responded dynamically. StreetSmart plans to change this. Anurag Gupta said, “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.”

“Only the street-smart get to work with us.  The agency is about brain, not brawn. We have cherry picked talent” said Ajit Menon, head – leadership, learning and change, Mudra Group.

Recently, Mudra Group integrated all its specialized units under Mudra MAX, thus making it one of the only agencies in the country with integrated planning and implementation services providing their clients with multiple media touch points.

StreetSmart will jumpstart its operations from the 18th of June. Expect a shakeup in the coming few months!