|Ishan Raina to foray into out-of-home business
NEW DELHI, November 27
After handling over the management of Euro RSCG to Suman Srivastava, Ishan Raina is looking forward to starting an out-of-home business. This new venture, funded by private equity player 3i, has already struck a strategic alliance with Shanghai-based, Focus Media.
Focus Media is one of the largest out-of-home agency in China and it sells out-of-home television advertising time slots on its network of flat-panel television screens located in high-traffic areas in commercial locations throughout China.
Raina says, "The communication scene in this country is changing very fast. For instance, it is becoming difficult to reach the person who does not watch television. This new media is all about creating new prime time as is there for newspapers in the morning and television in the evening"