Wednesday, March 05, 2008

Disha Direct, real estate marketing organization, appoints Optimum Media Solutions (OMS), the media arm of Mudra Group, as its agency of record (AoR)

Disha Direct, which currently has operations in Western India, is looking at a pan-India presence in addition to spreading its wings overseas. Santosh Naik, CEO, Disha Direct, said that his company had earmarked an ad budget of Rs 40 crore for the year ahead for this expansion.

Blue Leaf, Disha Direct’s in-house creative agency, is on the business and Disha Direct officials informed that for the time being there were no plans to change the creative agency.

Naik informed that the other agencies in the fray for the business were Madison and MindShare. Speaking further on the reason to hire a media agency now, he said, “We are growing at 300 per cent per annum. We have chalked out plans where we are eying not only national presence in times to come, but also presence in the overseas markets. We felt that we needed professional help in our communications strategy. Among the agencies we spoke to, OMS presented a clear plan on what we were looking for, and so we decided to partner with them.”

According to the news in The Hindu Business Line, Mudra has put together a unique ROI (Return on Investment) model through its Optimum Media Solutions (OMS) division.

OMS handles media planning, negotiations and buying. Previously discrete agencies within the organization, divisions for Internet, direct marketing and CRM (customer relationship management), outdoor, promo marketing and health care will now be integrated through OMS. Clients can avail themselves of OMS' service in analyzing ad expenses in these multiple media.

Multimedia Return on Investment can be determined with the help of software such as OMS Treasure and Media Buying Assistant.

OMS Treasure prioritizes markets across variables such as value, volume, dealer penetration, market share, growth, while the latter analysis factors that impact a transaction in a perishable market.

It helps clients get the most competitive rates in the Indian media market. With the help of such scientific tools, OMS is now offering its customers a chance at understanding different facets to their ad expenditure.

Commenting on the win, according to the agencyfaqs!, Chandradeep Mitra, president, OMS, says, “Through our integrated communications strategy, we intend to help build the brand Disha Direct on a larger platform in the coming months.”

The media plan will include a healthy mix of mass media and innovative below the line activities. Television, press and outdoor will be leveraged on the one hand, while on-ground events and other initiatives will form the rest of the plan.

Disha Direct's national and overseas expansion plan:
According to the website, in the next 18 months, Disha Direct is setting up 14 offices. 10 in India: 1. Nasik 2. Nagpur 3. Alibaug 4. Goa 5. Delhi 6. Chandighard 7. Hyderabad 8. Bangalore 9. Chennai 10. Cochin in India and 4 overseas: 11. Dubai 12. London 13. New Jersey 14. California

Disha Direct Marketing Services Pvt.Ltd. (Disha Direct) is a marketing organization specializing in real estate marketing in India. A pioneer in the concept of second homes in the country, the company was founded by Santosh P Naik with just two members in 1999.

The company now has over 125 professionals working in Thane, Andheri, Talegaon, Pune and Nasik, and at the various site offices.

Disha Direct is currently marketing 12 luxury properties and second home projects in different parts of India, including Thane, Vadgaon, Kasara, Talegaon and Wada in Maharashtra and Jodhpur in Rajasthan.

Dish Direct's current projects:
Recently launched - 100dreamz and on going projects - 1. Orange City, Kasara, 2. Madhuban, Talegaon, 3. Riverdale unwind, Talegaon, 4. Waterfall Sahyadri, Neral, 5. Sylvansprings, Vikramgad, 6. Saffron Sky, Talegaon, etc.

Dish Direct's Brands:
Disha Direct has 4 brands or divisions. 1. Heartland:looks after second home or leisure home away from the city. 2. My Home:deals in residential schemes. 3. Land Mark: deals in developed plots of land. 4. Profit Palace:is for commercial properties. 5. Large Acres:For bigger plots, above 10 acres.


  1. I am amazed the way they sell property, on my way from Bombay to nashik I met a representative at a Motel on the way