Perspectrum Consultancy, a Percept company, has been roped in by Benefit Film Academy to handle their integrated marketing communications. The new film academy will have Bollywood stalwarts Saroj Khan, Ismail Darbar and Roshan Taneja imparting training to its students in the field of performing arts, which includes acting, singing and dancing. The establishment will cover multiple cities across India starting with Ahmedabad, Agra, Mangalore, Jamnagar and Delhi.
Elaborating on the initiative, Evarist Rego, VP, Perspectrum, noted that the establishment was looking at attracting talent from smaller cities as that was where a lot of real talent was coming up. “Being a consultant for the institute, Perspectrum has strategically designed the communication package to include only print, radio and outdoor mediums in the selected cities. For this, we have already started the initial communications and have garnered a good response.”
Ruby Agarwal, Chairperson, Benefit Film Academy, said, “For the first time, renowned artistes are pairing up with a professionally managed company to provide ample opportunities to talented artistes, and simultaneously train them and help them achieve perfection in their area of performance. The Academy’s prime motive would be to bridge the gap between urban and semi-urban India and provide the right channel for youngsters to hone and exhibit their talent.”
The Academy plans to start several centres across the country in the near future.