Percept Forays Into Brand Activation; Launches Activ

Targets the No. 1 position in the Brand Activation space by 2012; Percept Active will be headed by Sanjay Shukla

BestMediaInfo Bureau | Delhi | September 8, 2010

Percept has announced the launch of its new Strategic Business Unit – 'Percept Activ'. Percept Activ will focus on Brand Activation projects which will function in the domain of below-the-line brand communication activities, encompassing promotional activation and event based activation. Percept Activ will create, and provide customized solutions to brands to enable them to effectively connect with their Target Audience. The SBU will concentrate on building new events and properties as well as scaling up the existing properties for clients in the Brand Activation space.

Percept Activ has set up offices across Mumbai, Delhi, Ahmedabad, Pune, Bangalore, Chennai, Hyderabad and Kolkata, and will be further strengthening its India presence with the roll out of another 4 offices and 30 franchisee operations across Tier II and III cities in the coming year. The Percept Activ team currently comprises 100 team members and representatives across the country with the capability to execute brand activation events and promotions for clients across India. The company plans to scale up the team to 300 personnel by 2011.

The Brand Activations industry in India is currently estimated to be INR 1,000 crores, and Percept Activ will target a market share of 25% by 2012. In a cluttered market dominated largely by unorganized agencies, Percept Activ will focus on undertaking in-depth research and analysis, exploring new opportunities and technologies, and providing innovative ideas and tailor-made solutions to clients to emerge as the leading and only organized player in the BTL space.

Percept Activ will be headed by Sanjay Shukla who has had the experience of working on a spectrum of Events and Brand Activation projects in India and across foreign locales. Some of the leading brands that he has handled in the past include Canon, MasterCard, L'Oreal, Kingfisher, VLCC, Tetra Pak, BSNL, Wrigleys, Dabur and Colgate.

Speaking on the launch, Sanjay Shukla, COO, Percept Activ, “I am immensely excited at this opportunity of leading a strategic business unit under the Percept banner that will specialise in the niche Brand Activation space. At Percept we have the unique advantage of cross leveraging synergies and strengths across our group companies and businesses which no other group can claim to emulate, simply because of the way our group is structured. This helps us to be the first and only true 360-degree player in the Events and Activation space. We plan to capitalize on this USP massively, and are committed towards making Percept Activ the number one player in the Brand Activation space in the span of the next 2 years”.

Devraj Sanyal, CEO, Percept Sports & Entertainment added, “I am very thrilled to roll out Percept Activ, the new and focused Events and Brand Activation business face of Percept Sports and Entertainment under the leadership of Sanjay Shukla. Sanjay has been with the Percept Group for a while and with his new role as Chief Operating Officer, Percept Activ, he will now be directly responsible for creating sports market share and mind share in this space. I am super confident that Sanjay and his team will change the face of the Events and Activation business, with a special emphasis on creating Intellectual Properties for clients.”

Rukn Kizilbash, COO, Percept Sports & Entertainment said, “The idea is to have a dedicated team in this arena to build a sustainable model in the brand activation domain. A specialist team which has immense experience in this arena will ensure that they create and provide professional support and unparalleled service to clients across the country.”

The Percept Activ team will consist of dedicated champions who will spearhead the Brand Activation business across key zones pan-India. These include Divya Kapoor, Business Head - North; Amit Bansal, AVP, Business Development & Client Servicing - North; Vijetha Suvarna, AVP, Business Development & Client Servicing - West; Hakim H.S, GM, Business Development & Client Servicing - West; K G Ramnarayan, AVP - Bangalore; and Sameer Sethi, AVP - Chennai & Hyderabad.

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