MAM
Alchemist launches specialist agency Clay to cater to real estate sector
MUMBAI: Marketing solutions company Alchemist has launched a specialist agency called Clay to solely cater to brands in the booming real estate sector.
Clay will be helmed by Farhan Khan as business head and COO, who was previously with Xeco Marketing as COO.
Along with Khan, Clay has also roped in communication specialists and associate managing consultants Anushree Murkute and Amy Mathew with their respective teams. Both Murkute and Mathew come from an advertising background.
With offices in Mumbai and Gurgaon, Clay started out with five retainer and three project based clients. The retainer clients include Disha Direct and Nirvana Reality, Rajasthan based ARG Group, Delhi basd Novell and real estate technology start-up Realty Redefined.
The Clay division will report in to Alchemist CEO Anujita Jain. “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, velebrity endorsements and more.”
Alchemist director and magicbricks.com founding member Rajkumar Remalli added, “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.”
Clay also has its own creative, digital, CRM and events and activation support teams. The agency will draw on Alchemist’s strengths in outdoor advertising and celebrity management combined with new skills and ideas.
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.”
The company has also initiated the celebration of World Broker’s Day on 9 June every year. This is an insight driven strategy for the real estate brokers, for recognising their thankless services they provide to the customers. The campaign climaxed with a packed audience convention on WBD in Mumbai. Apart from benchmark ideas, Clay is navigating clients through the current challenges and pressures and has several projects line up like Wollywood, City of Music, ARG One, Maple Leaf, Reso’villa, R Square, Agent Search, etc.
Disha Direct MD Santosh Naik 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.”
Alchemist MD Manish Porwal 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.”
Brands
Origen Realty names Preeti Rai as president- sales & strategy
Veteran hire signals push into Gurugram market with growth ambitions
GURUGRAM: Origen Realty has appointed Preeti Rai as president for sales and strategy, as the company gears up to enter the competitive Gurugram property market.
The move brings in a seasoned industry hand with over two decades of experience across residential and commercial real estate. In her new role, she will lead the company’s sales operations and go-to-market strategy, with a focus on building a strong foothold in Gurugram and driving early momentum.
Origen Realty management said the appointment marks a key milestone in its expansion plans. Origen Realty management said the hire will help sharpen execution and strengthen the company’s sales-led growth strategy as it steps into a new market.
Preeti Rai said, “I look forward to being part of Origen Realty at a pivotal stage in its journey and contributing to building a strong presence in the Gurugram market.”
Before joining Origen Realty, she served as senior vice president for sales and marketing at Elan Group. Her career also includes stints at major developers such as DLF Universal Ltd, Today Homes and Infrastructure, Paras Buildtech Pvt Ltd and Ambience Infrastructure Ltd, where she built expertise across channel sales, leasing, and end-to-end deal execution.
Known for her focus on strategy and team leadership, Rai is expected to play a central role in shaping Origen Realty’s market positioning and sales ecosystem in the region.
As Gurugram’s real estate market continues to attract fresh investments and new entrants, Origen Realty’s latest leadership hire signals its intent to compete with a clear, sales-driven playbook.
