Fomento Group approached Young to work together to build their print publications - The Goan and Goan Varta. The objective was to enhance revenues alongwith brand saliency. The Goan is a daily print product distributed in Goa and faces stiff competition from the Navhind Times, O Herald, The Times of India in the English segment, and Tarun Bharat, Gomantak, Sakal and Pudhari in the language segments. 2 issues that needed to be addressed were : a) How to build stickiness with the Reader and enhance readership b) How to attract advertising from National as well as local brands Goa being a low priority market from media planners and advertisers’ point of view, made it more difficult.
After having studied the overall landscape from the audience as well as media and product consumption, it was critical to create several talking points for this brand. The idea was to continuously create new opportunities that would benefit readers and at the same time help generate advertising revenues. We mapped subjects that were of high reading interest, and identified areas such as affection for Goan brands, real estate, recruitments, automobiles of high interest. Basis this understanding, we decided to create tentpole campaigns that would act as a brand campaign and yet enable revenue generation.
The first in the series is a concept called Goa Opportunity Homes. This real estate tentpole was created to motivate readers to buy their slice of Goa by way of owning real estate. On the other hand, all real estate developers were approached to participate by way of small investment to showcase their realty projects. The campaign is currently in progress and the analytics of the outcome will soon be incorporated.
Marketing Strategy, Sales Strategy, Naming, Branding, Logo, Identity Creation, Advertising, Campaign etc.
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Once confined to branding, communication & production development, design thinking has become central to strategy today. In the past 5 years, we have worked with several large, medium and small companies. In our role as a Creative agency, we were not limited in our thinking to only branding and communication. Our philosophy was to take a holistic approach to a client “How to use design thinking to make great things actually happen”. So here are a few nuggets of how one can differentiate a parity product through design.