Carat BV of Netherlands, part of the $10-billion-plus Carat Group of the UK, is picking up a 25 per cent stake in Percept Advertising’s group company Percept D’ Mark for an undisclosed amount. Carat, which sees event marketing as part of its 360-degree service, seems to be keen on going whole hog in the Indian market. It has sought permission to up its stake to more than 50 per cent after a three-year period.
The Carat group has controlling equity in each individual company so as to ensure the quality of the product and service rendered to clients. Percept D’ Mark, which has a dedicated division for managing celebrities, manages leading cricketers Saurav Ganguly, Zaheer Khan and Yuvraj Singh. From the product category the celebrities endorse to the clothes they wear to functions they attend, the company monitors them all.