'Customer loyalty is never bought...
it's always earned!'

- Ramesh Iyengar



Relationship management is at the core of what we do at Select Direct, the very reason for our existence. At Select Direct Marketing Communications, we unearth the reasons behind the dynamics of Relationships, explore their many dimensions and exploit opportunities from them. This helps our clients relate with their most valuable customers by being relevant, effective and dynamic through the customers lifetime, leading to greater stickiness and profitability.

Select Direct Marketing Communications has pioneered several transformations since the last 25 years, using Direct Marketing and Integrated Marketing Communication models. One of the oldest hands in Direct & Integrated Marketing Communication in India, we at Select Direct have engineered several successful conversations between our clients and their customers. By deploying specialized tools and techniques like Loyalty programs, CRM modeling, Digital marketing, Rewards management, Database management and highly specialized Creative services, our offerings and solutions always meet with the changing consumer demands and aspirations.

Today at Select Direct, we are best poised to leverage classic DM Strategy with the speed, convenience and economy of the Digital and Social Media Worlds.

Evolving. Changing. Refreshing. We know how to manage relationships with our Client's Clients!


Our Relationship Management Team

Headed by Mr. Ramesh Iyengar, Team Select Direct is a bunch of passionate doers with decades of collective experience in CRM.

Ramesh Iyengar – Managing Director

Just one conversation with Ramesh will cement your belief in CRM. Ramesh has been at the helm of affairs at Select Direct, which he founded, since the last 24 years. After leading Trikaya – Grey Advertising and Pratibha Advertising as their CEO, Ramesh set up India's pioneering Direct Marketing agency – Select Direct Marketing Communications, as early as 1991.

Ramesh is the Strategic Head and brings a visionary touch to Client's programs that unfolds and produces results over several years …all to a pre-determined original concept plan! Ramesh has truly mastered the Art & Science of Relationship Management.

Ramesh Iyengar was honoured by the DM Industry and recognised as the 1st Inductee into the DMAi Hall of Fame.

Ramesh Iyengar's craving for CRM stretches well beyond business. He is a visiting professor on CRM at XIC, NMIMS, SNDT, IGCC, Northpoint and IIMA. He has been a Jury Member for Cannes International Direct Marketing 2005 & 2010, Chairman of Abbies Direct category and Chairman of Direct Marketing Awards – GoaFest 2008 & 2010, and Chairman of the Loeries Experiential Category, South Africa.

Ameeta Iyengar – Director

Ameeta is a Director at Select Direct since its inception. In addition to Business Development at Select Direct, in 1996 Ameeta started a division within Select Direct, to launch a direct marketing tool called LOCATOR. This unique concept was developed to forge strong relationships between Architects and building industry Manufacturers, which earned it the very first Gold EMVIE for Media Invention in 2001.



    We at Select Direct have devoted considerable energies to developing the concept of 'Market of One'. Through this model we provide effective strategies that help our clients spread their message, extend their reach and deliver on the promises above all … to above all to build lasting relationships with their valuable clients.

    After all, managing, retaining and maximizing existing relationships – internal, external or intermediary – is one of the most crucial and challenging tasks in the dynamic market place.

    Using the proprietary model developed by our Strategic Planning & Data Analysis Cell, and based on over 24 years of experience in managing CRM Programs for over 100 clients, we seek to simplify the CRM process by planning the overall strategy into actionable steps that lead to better management of relationships.
    These are :
  • Proper identification of the prospect.
  • History analysis to determine the relative profitability of different clusters.
  • Projection of LTV of various groups of customers and developing A, B, C models.
  • Development of specific profiles through Data Augmentation and Purchase behaviour.
  • Communication/Offers development of the most relevant and operationally feasible activities to generate responses, leads, trials, or footfalls as required.
  • Maximizing customer value by generating up-selling and cross-selling opportunities.
  • Retention activities through value-added offers and direct contacts through e-marketing, direct mail, telemarketing, personal visits and the like.
  • A relationship value recognition model that emulates lifelike relationship development.


Having the right conversation with your customers is of paramount importance. And choosing the relevant media for this dialogue is equally important. At Select Direct, your unique CRM requirements will be met with a smart mix of channels of communication and award winning creative work. Be it through mobile, digital or conventional media, our integrated approach towards your marketing communication will help you achieve desired results.

The creative team at Select Direct, on joining from other disciplines such as ATL goes through a rigorous orientation to morph from a "One-on-many" thought process to a focused "One-on-one" method, which helps them relate with multitude of customers as Individuals and thereby strengthen the relationship with the brands.

This specialization rarely found in ad agencies makes Select Direct services unique.


The heart of any CRM program is Database Management. Select Direct has a proven track record in handling large volumes from very small (5,000) to gigantic (3.9 mln) records. At Select Direct, every analysis has resulted in engaging customers with accuracy.

A multitude of actionable programs has resulted in maximization of customer value, retention of customers nearing attrition, win-back programs timed to run closer to the event and profiling of prospects to manage clusters better.


Here is our portfolio of select clients...

If you would like to know more about our portfolio click here

* Trademarks and logos are the property of respective owners


Select Direct has pioneered Direct Marketing Communications in India and carefully adapted international best practices, to suit local conditions over the past 2 decades. Along the way, the most satisfying part of the journey has been, achieving results for our clients and delivering positive ROI's.

Moreover, the accolades from industry at large, both domestic and international, have added to our joy!

Ramesh Iyengar, the founder of Select Direct Marketing was honoured by the DMAi (Direct Marketing Association India) as the first inductee in the ‘Hall of Fame’, instituted to recognise stalwarts in Direct Marketing in India.

Mr. Iyengar was conferred the honor of being a Hall of Famer for his longstanding and pioneering work in the Indian DM industry since 1987. He was also chosen for his untiring efforts in the job of educating and training thousands of young Direct Marketeers through teaching assignments spanning 2 decades.

Select Direct wins ECHO GOLD from DMA Asia for its DM campaign for Godrej Interio

This B2B campaign, aimed at the C-suite of India's top 1500 companies has run consistently for 4 years. The aim was to increase awareness for Interio’s Turnkey Services, which otherwise had been insignificant in the face of Godrej Interio's public profile of a Furniture brand. The campaign was finely targetted, using impactful and interesting 3D Direct mailers that got the Decision Makers attention.

Over 4 years of awareness building, Godrej Interio’s Turkey Services has jumped from 18% to a whopping 90%. Research also revealed a very high intention to invite Godrej Interio to propose for their facility as and when the need arose. The GOLD ECHO was awarded for creativity in communication with effective results.

Two awards from DMA ECHO ASIA for Select Direct

ECHO Silver was awarded for the DM prepared for Godrej Interio.

The winning DM obtained sales worth Rs 38 Crores, against a spend of a mere Rs 18 lacs. (Less than 0.5% of sales). Most importantly, this response was from recalcitrant “Babu” buyers from Government organisations.

ECHO Leader too was awarded for a Godrej Interio DM. SME’s felt Godrej Interio would only be furnishing large corporates or large call centres. Not for him. Not for his ‘small’ 10-15 staff office. Not true, we told him creatively. The SME started dialoguing. And sales started happening.

Select Direct wins Abby Silver

For our Client - Radius Developers (an associate of the Wadhwa Group), we had prepared a 3-dimensional piece. This was to break through the barriers that come into play when we contact the “man-at-the-top”.

Our creative was imaginative, impactful and relevant and produced the desired results.

Select Direct was awarded a Silver Abby for this unique creative.

The Northpoint Centre of Learning, which is a premier educational institution located in Lonavala, Maharashtra recently inducted Mr. Ramesh Iyengar as a Northpoint Knight.

Two time honor for Ramesh Iyengar, MD of Select Direct, as Judge at Cannes Lions Direct.

Ramesh Iyengar was invited as Chairman of the Experiential category in 2007.

The Bandhan Club conceived by Select Direct for Bajaj Luminaires was awarded the Best Direct Marketing Campaign by The Loyalty Summit 2011.

CMO Asia, Singapore, awarded the Bajaj Luminaires campaign as the Best Loyalty Program

HSBC Commercial Banking Division received a Silver from DMAi awards for the campaign “The day you were born”

First Gold EMVIE ever for Media Invention for LOCATOR


Buzz about us


Select Direct was established way back in 1991, when very few had even heard of Direct Marketing. That was the reason for naming ourselves generically as SELECT DIRECT which means choose Direct Marketing, or SELECT as Direct Marketing is a selective process.

As pioneers, the Agency has always had a strong accent on training, so much so that, most decision makers in leading Corporate CRM departments or in CRM Agencies have usually had a stint at Select Direct.

Select Direct is always open to incorporating new talent with some minimum experience in any related field such as: Account Management, Creative for Copy or Art, Data Management, and Analytics. You may or may not have prior work experience in a DM agency; however a minimum of 2 years experience in an allied Communications set up is a must. A degree or diploma in marketing, or communications will be an added asset.

So if you have a yen for Direct and wish to work on leading brands in different verticals post your detailed resume to careers@selectdirect.in indicating your interest in the subject line.