OMS, Bangalore, wins realty major Sobha Developer

By , agencyfaqs! | In Media Planning & Buying | March 08, 2007
The business was awarded to OMS after a series of strategic presentations


(Optimum Media Solutions), the independent media arm of the Mudra Group, has bagged the media duties for the Bangalore based realty major, Sobha Developers. The company was set up by PNC Menon in 1995; Menon is a real estate player in West Asia and has several major projects to his credit.

The company's claim to fame is to have worked for big clients such as Infosys. In fact, it is reputed to have worked on 80 per cent of the IT company's realty project needs.

Chandradeep Mitra
OMS' job will not be restricted to the traditional media, rather, it will be expected to deliver holistic media solutions for the company's needs. In the process, it will use the services of other outfits of Mudra Marketing Services, such as Tribal DDB and Primesite.

The business was awarded to OMS after a series of strategic presentations.

"The company is looking forward to a major expansion plan in the country, and the appointment of OMS as media agency coincides with that," says Rajesh Kumar Maini, vice-president, corporate communications, Sobha Developers.

The company, which has a strong foothold in the South Indian market, especially in Kerala and Karnataka, is now planning to be a dominant national player in the realty sector. It started off with developing commercial projects, but later delved into residential projects as well.

Now, the company plans to develop both residential and commercial projects across the major metros in the country. Its latest project is a mall that's coming up in Bangalore.

Maini attributes OMS' commitment and its strong media logic as major reasons for awarding it the business.

The key reason for OMS winning the media duties for the South India based realty major is its understanding of the nuances of the real estate space; in addition, it presented a strategy to differentiate Sobha as a brand from its competitors in the segment, says VP Muralidharan, business director, OMS.

OMS plans to first build the brand through corporate advertising. The media spends will depend on the number of projects the company plans to launch. Though it was not possible to come up with a definite size for the business, OMS executives say "it's substantial".

The creative duties for the brand are handled by a couple of local agencies, including Stark Communications.

Chandradeep Mitra, president, OMS, counts off the businesses his agency has won in the last few months: Amrutanjan, Ganjam,, Panasonic, SIS, Ravissant and Nickelodeon.

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