Succeed with young in 2024 with strategies that work


A redevelopment project in one of the desired locations in Mumbai, Chembur, is not something new but here was a project that differentiated itself in many ways.

A project which was being planned as a luxury project and a location which is supreme in terms of connectivity but surrounded by abundant greenery. A rare and unique product indeed.

We have always believed that a product needs to be positioned in the right manner and then taken to the market. This we feel works better rather than just going ahead and designing brochures and collaterals. So in this case too we structured our tasks in this manner.

Task 1 – Naming
Cracking a name of the project which captures its essence, differentiates it and has the potential to give wings to creating interesting communication.
“Words have meaning and names have power”
How we added power for this project by recommending a perfect name-

Project Name

‘MONT’ derived from the fact that this project is surrounded by greenery and the BARC mountains loom high on one side.
‘BAY’ derived from the location of the project which is at the cusp of Sion Trombay Road near the Eastern Freeway. It is at the border of Chembur and leading up to Navi Mumbai and Trombay.

Reason To Believe
From the higher floors of this project the Vashi Seaface and Bay is visible.

How It Works For This Product
The name MONTBAY phoenitically rings well and portrays a luxury. After all, we tend to attach perceptual premiumness and desire quotient to such nomenclatures due to our exposure to Mont Blanc (luxury brand), Monte Carlo (desirable destinations), etc.

Task 2 – Identity and Visual Representation of the Name

Post the name being approved our design team was assigned the task of coming up with a logo which befits the name as well as the product and enhances the luxury quotient which was sought to be created.

The final logo which was approved is as below –

Task 3 – Positioning Strategy & Concept

Before embarking on creating communication and collaterals for SAFAL MONTBAY our brand strategy team got down to creating some interesting positioning concepts.

Brief to the team –

To come up with a positioning concept which –
a) Captures the essence of the project,
b) Can act as a strong pillar for spring-boarding communication,
c) Has the potential to be articulated as a crisp tag-line


Task 4 – Designing a brochure

To create a larger than life brochure (both in terms of size, format as well as visual depictions/tone of voice) which captures the unique highlights of the projects while amping up the luxury quotient

The output is as below

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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

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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

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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.