In tandem with its business of providing integrated marketing communication solutions for the entertainment industry, Percept group has launched ‘P9 Integrated’. Leo Entertainment’s Sanjay Bhutiani takes over as the Chief Executive Officer.
P9 has developed a propriety communication model that includes key aspects such as campaign development, web design and management, in-film placement, media planning and buying, public relations and related events and promotions. The company will utilise the strengths of the other group companies like Percept Profile, Percept D’ Mark etc to provide a holistic marketing solution.
Sharing more on this, Bhutiani says, “Currently, movie promotions and marketing business is chalked out anywhere in the region of Rs 300 to Rs 400 crore. This is barely 10 per cent of the Rs 4,000-crore-plus movie entertainment market. So, the potential in the field is massive and a reason why I took this responsibility is because now I have the chance and the means to tap on this potential.”
On other reasons that lured him from Leo Entertainment to P9, he says, “This also meant a career leap for me. The scale of operations is much larger here and Percept is committed not only in terms of investments but also in trying innovations, to promote the entertainment business both in the country and internationally.” For the record, his earlier responsibilities are taken over by Alpana Mishra, who is now designated the Business Head of Leo Entertainment.
The company has also announced its first responsibility, SON, where it will take care of Sanjay Dutt. It will manage brand endorsements, concerts, stage shows, fan clubs, merchandising and philanthropic efforts.
“This is just the one we have announced. By the end of the month, we would have roped in five such clients. The objective is simple – movies need to be promoted perfectly so that the first weekend gives it appropriate revenues. At P9, we will ensure that a movie gets its deserved noise and attention,” states Bhutiani.