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Monsoon Arrives in Bay State

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Monsoon, an advertising agency specializing in the Indian American market, is being spun out of Mishra Group, a 6-year-old communications and publishing concern.

The idea for Monsoon grew out of the requests of clients for advice on design, advertising and media placement, said founder and managing partner Upendra Mishra.

"We found out that a good percentage of revenue started to come from this part of the business, with huge potential for growth" as a stand-alone operation, Mishra said.

Five-person Monsoon in Wal-tham, Mass., targets realty firms and other businesses with marketing budgets in the six- and low-seven figures. It offers advertising, media planning and buying, direct marketing and design services.

Mishra especially hopes to reach marketers targeting the Indian American community which, al-though it constitutes a small percentage of the U.S. population, tends to be well educated and entrepreneurial, he said.

"Nobody has really paid much attention to the Indian market, even though we're one of the most highly educated groups in the country," Mishra said. "We want to change the market and how it relates to the South Asian community."

Mishra believes the realty sector to be underserviced by agencies seeking more sexy assignments.

"We looked at the market and found hardly any agencies really tuned in with real estate," he said.

Monsoon is creating campaigns for rental property owners in the Boston area, many of whom seek to attract Indian American tenants. One client is Princeton Properties, an owner of corporate and executive apartment developments. Because many high-tech firms bring in contract workers from India and elsewhere for short-term stints, such a client has a special interest in reaching the South Asian market.

Monsoon is also developing direct mail initiatives for McCarthy Cos., an insurer targeting ethnic restaurants, and Gibson & Behman, a legal firm specializing in immigration law.

Mishra Group publishes several English-language newspapers for the Indian American community, including India New England and IndUS Business Journal.