Percept Holdings has launched its new talent management initiative with Lachlan Murdoch as its partner. The business will be a 50:50 joint venture between Percept and Murdoch’s Australia-based company Illyria. The initiative is going to be called Percept Talent Management (PTM) and will represent celebrities from the fields of motion pictures, television, fashion, music, sports and branded entertainment.
The initiative is an effort in ‘talent management’ and the business of celebrity endorsements. PTM will manage the spectrum of all marketing, financial, administrative and other needs for talent in the media and entertainment space.
It will be a 360-degree model covering all aspects of exposure possible for a talent and will acquire talent across all genres, and provide offerings in management areas like legal, financial, tax, wealth, health, diet, image and social responsibility. It would also look after the celebrity or talent’s professional contracts, the presence in the digital domain, merchandising, publishing, media tie-ups, below-the-line events, public relations and grooming, relationship management and endorsements.
Murdoch said, “The media industry here and around the world is driven by its creative talent. After more than a decade of involvement in the India media business, I am very pleased that my company’s first Indian investment leverages the great depth of talent here through this partnership with Percept Holdings. I have great faith that PTM will effectively serve its clients and grow into a significant force in the Indian media landscape.”
Harindra Singh, Vice Chairman and Managing Director, Percept Holdings, said, “It is going to be the country’s first and only talent management company and will address the huge demand and supply gap in the industry by providing effective and efficient turnkey solutions. We will fully back this venture with all our expertise and resources from across the globe to ensure its success.”
PTM’s talent stack includes Priyanka Chopra, Neetu Chandra, Randeep Hooda, Kumal Khemu, Shreyas Talpade, Sandhya Mridul, Anousha Dandekar, Kapil Dev, Saurav Ganguly, Yuvraj Singh, S Sreesanth and the music band Strings, among others.
Shailendra Singh, Joint MD, Percept Holdings, said, “PTM will adopt an aggressive, forward-looking strategy towards continued growth to manage all needs for the talent in the media and entertainment space, covering all aspects of exposure possible for the talent.”
Vinita Bangard, COO, Percept Talent Management, said, “The main objective of PTM is to identify and acquire raw talent and give them the professional edged need to catapult their career. PTM handles their talents as brands and thus create a brand buzz through communication that increases the brand visibility.”
The company is expecting an estimated top-line of Rs 1 billion the first year and expects to grow to Rs 3 billion within the next two or two-and-half years.