Nitin Developers Pvt. Ltd. approached YOUNG to help them create their marketing material and sales processes. This was particularly in relation to a real estate project at Porvorim in Goa. Prior to YOUNG’s engagement, the Developer was faced with the challenge of low sales accompanied with challenges in breaking higher price points. The project size was approx. 6 acres with 169 residential units to be marketed.
A team from YOUNG visited the said project site and realised that the project was conveniently located with all the necessary infrastructure close to it. Another important learning was that the demand for this project would largely cater to the local demand, since the project was located approx. 6.5 kms away from any beaches. Typically, audience from other cities like Delhi where there is a high demand for Goa, would always prefer projects close to the beach. Therefore, our creative focus and marketing strategy was largely to target the local Goans or Goans in Mumbai and surrounding areas of Maharashtra. Certain budgets were also allocated for targeting non-resident Indians in the middle-east region. The creatives also spoke about the new way of life based on the rich amenities and gated community living concept. A fresh look to the communication was specially created with vibrant colours to sync with the merry Goan culture. Mumbai and Goa markets were aggressively targeted with this campaign.
The fresh look in design for this campaign caught attention of everyone who was associated or had an interest in Goa. The biggest achievement of this association was that the Phase 1 of this project was completely sold with values escalating by approx. 100% within a span of 3 years. Till date, the project is revered and people aspire to live in a complex such as Socorro Gardens, Porvorim.
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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.