Percept restructures 'Percept Entertainment'

Percept has restructured its Entertainment business in order to bring greater focus, synergy and service offerings.

Currently Percept Entertainment encompasses both assets and service businesses spanning Content, Talent Management, Experiential and Entertainment Marketing, Sports Management and Marketing, Events, Activation and IPs.

In the revised structure, Percept Entertainment will segregate the Services, Assets and Content businesses to create 3 distinct verticals.The Services vertical entitled ‘Percept Sports and Entertainment’ will comprise of Experiential and Entertainment Marketing, Sports Management and Marketing, Event Management and Marketing, Celebrity Endorsements & Talent Management, Branded Content, Brand Activation and Promotions.

The Content vertical – ‘Percept Pictures’ will focus on the Movies, Television and Ad Films side of the business which would encompass all elements of Content Production, Aggregation, Distribution and Marketing.The Assets business entitled ‘Percept IP’ will include Live Entertainment and Sports Assets, Digital and other Media Assets, CelebTrack, Sunburn, Fight Nights and all other Assets created and owned by Percept.

Devraj Sanyal has been appointed Chief Executive Officer (CEO) of the Percept Sports & Entertainment vertical and will be responsible for providing strategic direction, creating opportunities for integration and paving the roadmap for the overall businesses under the Percept Sports & Entertainment vertical.

Prior to joining Percept, Devraj was Global CEO of Desihits Inc, a multiplatform content creator based out of New York and India. He joined the Percept Group as COO in 2004, and was elevated to the post of CEO in 2007. During his tenure at PDM he was instrumental in running the business verticals encompassing Activation, Sports Marketing, Events, Fashion and Wedding Management. Prior to Percept, Devraj worked with the Times Infotainment Media Group where he was responsible for the ‘Below-the-Line’ business of the TOI Group. He has also worked with ELLE, Baccarose Cosmetics India and Euro RSCG India across the past two decades.

Said Devraj Sanyal, CEO, Percept Sports & Entertainment said, “For me its coming back home. I am grateful for the last couple of years where I have played the role of a promoter and learnt the one critical lesson that separates the professionals from the owners. I am now bringing that understanding back into the group and with the help of the promoters and my fantastic team across all businesses will endeavor to make Percept the unquestionable leader in the Sports and Entertainment domain in India and surrounding markets.”

Continued Sanyal, “At Percept we have the unique advantage of being able to cross leverage strengths across the entertainment businesses and the group businesses of Advertising, OOH, Movies and PR that no other group can claim to emulate simply because of the way the group is structured into the 3 principal verticals of Entertainment, Media & Communications. We have a history of creating some of the most memorable intellectual properties over the past 26 years and I intend to upscale that massively.”

Rukn Kizilbash, COO, Percept Sports and Entertainment will focus on the domains of Sports Marketing and Management, Brand Activation, Entertainment, Incentives, Conferences, Exhibitions and Events.

Said Rukn Kizilbash on the challenging task ahead, “The Sports and Entertainment space is still in a nascent stage in India and we see huge potential going forward. As this domain is growing rapidly it is imperative for us to expand and consolidate our structure in a manner that can bring in greater independence in our operations, focused dedication to our clients and concentrated efforts on innovation, developing out-of-the-box creative solutions and providing a complete 360-degree range of services to our stakeholders.”

Percept Pictures (erstwhile Percept Picture Company) will continue to focus on Movies, Television Software, Ad Films, Corporate Films, Live Events and Special Projects in the Content space.

Percept Pictures will continue to be spearheaded by Sanjay Ahire, COO – Feature Films. Commented Mr. Sanjay Ahire, “Percept Pictures will focus on undertaking in-depth research and analysis, exploring new opportunities and genres, and investing in the latest technologies in our aim towards creating innovative and meaningful content that would appeal to both domestic and international audiences”.

The Percept IP vertical will include all Intellectual Properties created and owned by the Percept Group, including IPs in the Live Entertainment, Sports, Celebrity Management, Digital and Media space. Some of the IPs currently owned by Percept Limited include Sunburn – Asia’s biggest and most desired electronic dance music festival; CelebTrack – world’s deepest, widest and largest research wave on India’s most powerful celebrities across movies, sports and television; and Fight Nights – India’s first ever indoor boxing bouts between leading Indian and International boxers.

The Percept IP vertical will be headed by Mr. Harshad Bhagwat, Business Head – Intellectual Properties. Mr. Bhagwat will be responsible for managing and leveraging the IPs currently owned by the Percept Group, and will also be focused on conceptualizing and developing new and innovative IPs for the Group.

Said Harshad Bhagwat, “I am delighted to take on this new and challenging role. Being one of the frontrunners in the ‘Ideas and Concepts’ business, Percept has been instrumental in creating many innovative and unique Intellectual Properties over the past few years for our clients. However, this new initiative is designed to consolidate our efforts in the area of IP creation and management, and will ensure that we take ownership of our ideas and convert them into Assets that would benefit our Clients and Brand Percept in the long run.”

Elaborated Shailendra Singh, Joint Managing Director, Percept Limited, “The restructuring in our Entertainment business is in keeping with the evolving and dynamic changes in the M&E Industry and would enable Percept to offer greater efficiencies in the way it operates and functions. The new structure would also offer our stakeholders a wider range of properties and service offerings in the entertainment domain thereby translating into a more heightened level of synergy, customer service and value to all our stakeholders.”

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