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Joji George becomes new Percept Live CEO

Prior to joining Percept Live, George was the Co-Founder of, the platform for human connection and celebrity commerce

Joji George

Joji George has been appointed Chief Executive Officer (CEO), Percept Live.

The appointment came into effect from March 15, 2023.

Percept Live, a Live Media company, and a wholly owned subsidiary of Percept, offers both live and online experiential platforms to enable brands to actively engage with consumers and increase their overall brand experience and impact.

Currently, Percept Live handles six IPs in a variety of Live and Hybrid formats reaching global audiences including Sunburn, Bollyboom, EPL (Eat, Play Love), Windsong, IMS (India Model Search), and XCC (Xtreme Combat Championship). 

As CEO, George will be responsible for leading the Vision and Strategic direction of Percept Live encompassing R&D, charting global market trends to ascertain new business and brand extension opportunities, monetisation of all the Percept Live IPs, exploring opportunities for synergy with other brands, managing the P&L, profitability, enhancing revenue both organically and inorganically, sourcing new areas, brand extensions and plotting the roadmap for each unique IP across India and overseas.

He will work closely with the CXOs of the various business units across the Percept Group to herald the next growth phase for all the IPs under the Percept Live umbrella.

Prior to joining Percept Live, George was the Co-Founder of GoNuts, the platform for human connection and celebrity commerce. He also previously worked with Beacon Advisory, served as Vice-President and General Manager/Country Head at World Wrestling Entertainment, India, Managing Director at UBM (now Informa) and EVP at The Global Brand Forum, Singapore.

He has also worked with global organizations like Astro (Astro All Asia Networks Plc), Malaysia, Yahoo! Asia, Singapore, MTV Asia, Singapore and Sony Music Entertainment, India. Joji also previously served at Percept in the capacity as CEO, Percept Sports & Entertainment, where he built and scaled the Sports and Entertainment IPs, launched new businesses and consolidated the Talent Management division. Over the past two decades Joji has conceptualised many unique ideas and identified many opportunities in the media and entertainment domain to curate them into valuable IPs.

George said, “Having worked with leading entertainment and media brands across Asia, I am excited about working with India’s leading EMC conglomerate that has transformed thousands of brands by offering unique “Integrated Marketing Solutions” and spearheaded the Intellectual Property space by creating an iconic global IP like Sunburn. My aim is to make Percept Live a highly dynamic, and progressive company, both with consumers and brands across demographics and psychographics, connecting our live and digital platforms to create memorable experiences that help brands connect stronger with their customers. Sunburn is a stunning example of how a simple idea transformed music tourism in India and emerged as Asia’s largest Live Media Asset. I am excited to merge my experience with global brands and reinvent the Sunburn learning curve to expand five more stellar IPs from the Percept Live stable, to offer a bespoke experience to brands and consumers, and create immense value for our investors.”

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