Percept beefs up brand activation focus with new strategic business unit – Percept Activ

Percept beefs up brand activation focus with new strategic business unit – Percept Activ

Author | exchange4media Mumbai Bureau | Wednesday, Sep 08,2010 7:58 AM

Percept beefs up brand activation focus with new strategic business unit – Percept Activ

Percept has announced the launch of its new strategic business unit (SBU), Percept Activ, which will focus on brand activation projects and function in the domain of below-the-line brand communication activities, encompassing promotional activation and event based activation. Percept Activ will be headed by Sanjay Shukla.

Percept Activ will create and provide customised 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.

Sanjay Shukla, COO, Percept Activ, has had experience in working on a spectrum of events and brand activation projects in India and abroad. 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.

On the new unit, Shukla said, “At Percept, we have the unique advantage of cross leveraging synergies and strengths across our group companies and businesses. This helps us to be the first and only true 360-degree player in the events and activation space. We plan to capitalise 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 two years.”

Percept Activ has set up offices across Mumbai, Delhi, Ahmedabad, Pune, Bangalore, Chennai, Hyderabad and Kolkata, and will further strengthen its India presence with the rollout of another four 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. The company plans to scale up the team to 300 personnel by 2011.

Devraj Sanyal, CEO, Percept Sports & Entertainment, said, “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. 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.”

Rukin Kizilbash, COO, Percept Sports & Entertainment, added here, “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 brand activations industry in India is currently estimated at Rs 1,000 crore, and Percept Activ is targeting a market share of 25 per cent by 2012. The Percept Activ team comprises Divya Kapoor, Business Head - North; Amit Bansal, AVP, Business Development & Client Servicing - North; Vijetha Suvarna, AVP, Business Development & Client Servicing - West; Hakim HS, GM, Business Development & Client Servicing - West; KG Ramnarayan, AVP - Bangalore; and Sameer Sethi, AVP - Chennai & Hyderabad.

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