Delhi-based communication consultancy house, Vishaka Communications, has won the advertising duties for Jaaydaad.com, a real estate network. The brand Jaaydaad is operating in the competitive real estate space, which is seeing a phenomenal amount of activity across the country.
The pitch for the business took place in early November 2006. However, the names and the number of agencies that had taken part in the pitch could not be ascertained at the time of filing the report. The size of the business is pegged at Rs 5 crore.
Commenting on the win, Bishakha Saha, Managing Director, Vishaka Communications, said, “Since Jaaydaad is planning to go with its concepts across the country, and even to the Gulf and other South Asian countries, it was looking for an agency that could partner it with a strong brand development and growth strategy. Since we already have huge learning and experience of strategic brand building across various segments, we were able to provide a holistic approach to the brand by showcasing our knowledge of the real estate segment.”
“Jaaydaad has a unique business model and is completely based on new concepts and ideas in the real estate business. It is trying to bring in a lot of expertise into buying and selling of property, evaluation of property parameters, bringing in an organised model and create an online space for property and allied services to benefit both the trade and the end consumers,” said Abhimanyu Mishra, Executive Director, Vishaka Communications.
The media mix for the Jaaydaad business is at a nascent stage of its development Elaborating more on the strategy, Mishra said, “Vishaka’s game plan for the brand will be to create a completely new playing field in the highly cluttered real estate market and involve consumer interest in developing a community of the TG so that their online and real world experience of the segment is enriched.”
Some of the major brands handled by Vishaka Communications include, Dainik Jagran, Neva Active Wear, Frankfinn Institute of Airhostess Training, and Action Shoes, among others.