Mumbai, March 31 (IANS) Yash Raj Films Thursday launched a new youth film studio Y-Films, which would showcase a fresh crop of directors and stars.

"Y-Films promises to deliver kick ass films of the youth, by the youth, for the youth and be the platform for new talent, both on screen and behind the scenes, who will challenge, change, break and set new rules of story telling," Ashish Patil, head of Y-Films said at the launch.

Y-Films is ready with three films - "Luv Ka The End" and "Virus Diwan" directed by Bumpy and "Mujhse Fraaandship Karoge" directed by Nupur Asthana".

Y-Films would come up with unconventional marketing strategies to promote their films.

"There are very aggressive digital strategies where lots of digital partners would come to play to help us. That's a challenge to the marketing process that was happening in the past. There was a template. By design Y-Films would burn those templates. All the things that we are going to do around marketing films would be pretty fresh," said Patil.

Creatively it would be completely independent of Yash Raj Films, claimed Patil.

"The only thing that we are tapping into as far the mother ship Yash Raj Films is concerned is production and distribution. Creatively its a completely new world. That's what is wonderful working with Adi (Aditya Chopra) and Yashji," said Patil.

The first film "Luv ka The End" is slated to release May 6.