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The Essel Group is among India’s most prominent conglomerate with diverse business presence across media & (Zee) entertainment, packaging (Essel Propack), Education & Technology. 

YOUNG was hired to launch the Group’s new vertical dedicated to Utilities, Infrastructure and Cable & Broadband. The brief was to create a brand name and identity that would position the organisation as forward looking, yet easy to comprehend for the consumers who were largely from Tier 2 and Tier 3 markets.

Our team first set out and visited each of the locations across India where the Utilities division had already commenced operations or had acquired an existing player. Initially the services were operational in Nagpur, Madhya Pradesh, Aurangabad, Gwalior etc. with a future plan to launch in Metros like Mumbai, Delhi and other cities. Interactions with consumers, employees and other associates led to the creation of a simple brand thought suggested below:

Another important aspect was that the company was heavily investing into technology to aggressively improve their products, services and distribution. While every organization takes cares of some customer needs or the other, it takes a rare breed of organizations to cover a whole breadth of needs and that too with perfect efficiency. Since utilities included several categories such as Power Distribution, Water Distribution, Piped Gas supply, Solid Waste management & Cable Broadband, we chose to give importance to each of these independently for a stronger category association.

OUTCOME

The inspiration for this Identity is rooted in an entity of nature that nurtures mankind with a seemingly endless chain of solutions- the humble tree. Naturally, the mnemonic takes the varied services of the organization and assumes the shape of this forever nurturing creation of nature.

identity was seamlessly implemented for the utility company as a conglomerate, while individual verticals had the flexibility to use individual pneumonic for their respective businesses. The brand attained extremely high recall within the markets where operations had commenced. The name Smart Utilities gave it an edge over competition, and more importantly, with the consumers.

Brand Identity, Brand Strategy, Advertisement Campaign, Media Plan, Marketing Collaterals, Webpage

BROCHURE 

https://issuu.com/145975/docs/young_creative_services_-_smart_uti

 

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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.