Succeed with young in 2024 with strategies that work

Later on, illustrations, and then photographs, were added to make the advertisements more attractive. The copy evolved. Various theories came up as to how shorter headlines and pithy body copy made it easier for the reader to absorb the sales pitch. But even then, expert admen wrote, and made a success of 17 word headlines. (David Ogilvy for Rolls Royce – “At 60 miles an hour the loudest noise in the new Rolls-Royce comes from the electric clock”

Advertising practioners and teachers started talking about “post card’ ads, and ‘letter’ ads. Post card ads meant a storytelling picture and a terse headline. (‘Lemon’ for Volkswagen, by Bill Bernbach or Our new American plant for VW, by Bill Bernbach.) Letter ads meant long, descriptive copy. (the risqué ads for Paco Rabane Mens’ Fragrances)

Pundits professed the merits of p-copy and s-copy.

Then came television. The duration of advertising communication came down to 1 min (in the western world) and 30 seconds (Indian television). Television took over as the dominant news medium. Businessmen, who used to dip their newspapers in runny egg yolk, or sambar, on the breakfast table, could mind their table manners, while watching the news on television. Lending libraries showed no returns on their investments. A large number of magazines and newspapers shut shop.

That’s when the debate really heated up. ‘Nobody reads long copy’ became ‘nobody reads!’ The circulations of print media vehicles became severely curtailed. And television advertising rates soared.

Then technology took a hand again.

Cellular phone services were launched. The new medium of SMS (Short Message Service) cut down messages to a few words. And the time needed for the message to reach the reader, came down to a few seconds. The customers discovered new abbreviations or short forms for words. The only shortcoming was the lack of pictures.

Then comes Facebook. Pictures, videos, and enough space for long, long posts, if the user felt like it.

Then comes Twitter. Again with pictures, but obviously shorter posts.

Along comes WhatsApp. Pictures, videos, text, video calls. The entire communication spectrum, in the palm of the user.

The Indian Telegraph service shut down.

It seemed that the argument against long copy had almost won.

Almost, but not quite.

Let’s look at the situation today.

Granted, one of the most respected broadsheet dailies in India has become a gossip rag. That too with non-existent proofreading. But the newspaper still reaches a lot of households. And people still do read.

Technology has crept in here too. The e-paper does appear regularly on smart phones.

There are other pages too, that appear on various screens. The specialist pages, or fan pages, anywhere on the net tells you that users will read. Sports organizations have internet sites with huge hit counts. Professional bodies have their sites, which carry on professional debates, with a large number of participants.

Long copy, very long copy, is read, dissected, commented upon and reread, and shared.

What does all this tell us, the professional communicators?

The audience will read.

The right audience, that is.

And the message has to be relevant, and of interest to the right audience.

It has to be well written.

It has to give the reader something new by way of information.

It has to reach the reader, or be accessible, in the right window during the readers’ waking hours.

If the creator of the communication takes care to fulfill all these rather elementary requirements, then the audience will read any length of copy.

Like you just did!

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Veena Kotian

Accounts Manager

Living life with the Sound Of Music soundtrack playing in the background, Veena is one of those few people who can say things like life is beautifull and power is within us and make it sound believable and inspiring. When not spreading smiles, she can be found sprawled on a secluded beach at a beautiful somewhere with a book, living by the famous motto: You get the drinks and all get the suntan lotion.

Swati Khandera

Account Officer

Swati likes to dance through life on the tune of Working Man, her magic fingers expertly playing with numbers, feeding her life-long affair with finance. When not busy trying to keep us away from her box full of change, she enjoys going to places, buying things, reading and music.

Sudhir Bajirao

Sales Executive

Sudhir is just passionate about his work and believes in hard work, he aims to be the very best in whatever he does. A compulsive foodie, loves to travel and enjoy the beauty of nature.

Sanjay Patil

Head - Client Solutions

Everyone close to Sanjay knows that the way to his heart is a little bit of affection and a lot of chicken. His gastronomic love affair takes him around the city searching for food to satisfy his soul. A fiercely loyal friend, he constantly strives to excel at work and otherwise.

Abhay Manjrekar

Client Servicing Executive

A young, energetic and extremely committed man, Abhay Manjrekar, is the secret of our energy. Loved by everyone at Young and appreciated for his dedication by clients, Abhay is always the ‘go to man’ whether it comes to everyday work or impossible deadlines. With an experience of over 5 years in handling various brands, Abhay always gives his hundred percent to everything. His understanding of creativity and brand strategies along with the flexibility to adopt multiple roles, make him a formidable team player who takes it all to the finishing line with commendable effort. Apart from advertising, loves to have a ball watching a game of cricket with buddies.

Sachin Pirkar

Office Assistant

While the rest of us sing a different tune, Sachin happily spends his day humming the latest Rakhi Sawant hit. With a smile that can light up a country, he the proud keeper of the offices playlist.

Ramdas Pawar

Office Assistant

Ramdas, with his crisp collection of shirts, is the man who will patiently wait with you late into the night. Everyday management aside, you can always count on him for everything from keeping you up to keeping you fed.

Baban Lokhande

Studio Executive

Baban likes the speed of his curveballs to be directly proportional to the speed of his bikes. However, when not indulging his need for speed, he dabbles in mellower things in life such as discovering new albums, action movies, and photography.

Sandeep Sinnarkar

Creative Head

Doing work that works, for the clients, the brands and the agency – that’s the simple mantra Sandeep Sinnarkar adheres to when he gets down to work. With an experience spanning 25 years, he has to his credit a diverse body of work across categories such as Automobiles, FMCG, Lubricants, Real Estate, Hospitality, Pharma and Medicare, Banking, Fashion and more. For more than a decade he drove communication and creative strategies at Lowe Lintas – a stint where his work many won accolades. He strives to produce work that’s founded in insights, aimed at building an emotional connect with the TG. And guess what, he does it equally well in English, Hindi and Marathi as well.

Amit Rane

Studio Executive

On an ideal Sunday, you will find Amit lounging in the grass humming along to old classics, as he waits for his turn to bat on the field. Also, if he had his way, he would drop everything and travel the world on his bike.

Jitendra Boricha

Business Head - Media Alliance & Sales​

Jitendra, along with being an expert media strategist, is also an avid learner. Armed with an MBA in marketing, he has previously lent his expertise to leading media establishments such as Times of India, Mid Day and Radio City. Needless to say, he brings vast knowledge and experience to the agency. At Young, he has taken up the challenge of creating and
marketing new business initiatives in the media vertical. Interested in fresh, innovative avenues to explore, heÂ?s always on a lookout for new and effective media offerings for our clients.

Anup Kotekar

Co-Founder & Director

It's a question that bogs down virtually every entity in the space of creative communication. How does a brand get itself to be seen, heard and remembered amidst all that media clutter? Young gets its answer to this one with Anup Kotekar, a senior media expert with top drawer experience in media marketing and management. Anup's career has had long and rewarding stopovers at the Times of India - where he was involved in hard-core media marketing for 12 years, WPP Â? where he set new benchmarks as the National Head (Sales) and Group M. Anup has also been a part of the core team which set up India's first retail media company Future Media Â? where he served as the Business Head for the audio visual media vertical.

Wilfred Fernandes

Founder & Director

Innovative thinking at Young begins right at the top. With a reputation for cutting through marketing clutter with fresh business approaches, Wilfred Fernandes keeps the momentum at Young going with initiatives that take it out of the league of its contemporaries. The founder of Young distributes his zeal and energies between overseeing the performance of all Young verticals, driving new business development, and thinking up big ideas to set Young apart from the crowd. Not really a surprising package to expect from a professional who has pioneered several innovations during his 14 year stint at the Bennett Coleman Company Group, the Times Property supplement being a fitting example. Wilfred has also been the Chief Marketing Officer at Ekta World.