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Alchemist launches Clay to shape real estate brands

03-November-2015
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Alchemist launches Clay to shape real estate brands

Manish Porwal led marketing solutions company, Alchemist, has announced the launch of Clay. With the charter to shape brands just for the real estate industry, Clay is a marketing communication unit created with a pedigree of a full service marketing company.

After more than four months of beta working, Clay formally launches with two offices in Mumbai and Gurgaon simultaneously and boasts of five retainers and three project based clients already. The charter retainer clients include Disha Direct and Nirvana Reality, ARG Group – Rajasthan based real estate developer, Novell, a Delhi based developer and Realty Redefined, a real estate technology start-up.

Anujita Jain, CEO at Alchemist and to whom the division reports said, “Clay is providing genuine strategic advice and execution together, a never before complete solution from under one roof. It will be giving through the line services to the currently pressured Real Estate segment. These include Brand and Communication strategy, Advertising, Direct Marketing, CRM, Events and Activations, Lead generation and management, Digital and Social activation, Celebrity endorsements and more.”

Rajkumar Remalli, Director at Alchemist and one of the founding members of magicbricks.com stated, “Clay is about creating brands in the real estate world which was hitherto ruled just by project launches, successes and failures. No more will investments made in one product be non-cumulative to others by the same corporate brand.”

Manish Porwal, MD, Alchemist, added, “Brand Clay is the first of many specialized communication solutions that you will now hear from Alchemist. The next quarter for Alchemist is full of preparations for future that will change a bit of the communication landscape. We are excited and so are our clients.”

Alchemist has roped in real estate marketing veteran, Farhan Khan as Business Head and COO to Clay. He was the COO at Xeco Marketing earlier. Along with him are communication specialists and associate managing consultants Anushree Murkute and Amy Mathew with their respective teams. Both the ladies have spent significant time in ad agencies and bring the communication expertise with them. Clay also has its own creative, digital, CRM and events and activation support teams.

Excited on his new challenge and opportunity, Farhan Khan said, “I have seen clients yearning for true strategic advice and the commitment of the same advisors to walk the talk and talk. Clay is meant to do exactly that. We have already done invaluable value addition and created IPs for our clients in this little time we have been operational. Establishment of World Broker’s Day is one such proud achievement.”

Santosh Naik, MD, Disha Direct said, “In Alchemist and Clay we find partners who do what they say. They walk towards results and go beyond the brief. They provide business strategy and not just marketing. They execute for results, not applauses. I am glad we connected and are working together.”

Clay was one of the chief architects of “World Broker’s Day”, a property established for its client, Realty Redefined.

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