Pradeep Guha, CEO, Zee Entertainment Enterprises Ltd, has ventured into the out-of-home space with a new agency, Street Culture. 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.