Direct, a company that deals in the second home concept in India (real estate marketing), has appointed Optimum Media Solutions (OMS), the Mudra Group's media arm, as its agency of record (AoR). OMS will provide Disha Direct with integrated media planning, buying and implementation solutions. The creative duties for the brand lie with Blue Leaf, Disha Direct's in-house creative agency.
"Considering our growth plans and our vision to be the No. 1 real estate marketing company, we felt the need to have a professional, informed approach towards media strategy and planning. We feel OMS is in sync with our approach and vision," says A Shyamsunder, executive director and chief operating officer, Disha Direct.
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.
For the record, Disha Direct, which is based in Thane, serves different industrial segments. Since 1999, Disha Direct has executed many projects from various industrial segments, be it fitness, supermarkets (retail), information technology or real estate. It ventured into the real estate market with a bungalow project in 2003.