‘Differentiate or Die’ is the mantra that drives the marketing team at ABD. All our brands have their foundation on a very strong consumer insight… Every category within IMFL has pre-defined codes in the consumer’s mind. For example, whisky as a category stands for success, achievement, status, masculinity and bonding, Vodka, on the other hand, is all about liberation, youth, fun, partying and socialising. The challenge (since you can’t show the product from an ATL point of view) for a new brand is to operate within these codes and still be different.
I’d say Percept is an integrated sport and entertainment company rather than just a sports management or an event management company. When we look into a particular business, it’s important that we take on an area that we can completely create into our brand of entertainment and sports - where we can holistically take it on, invest in it, build it, nurture it and take it to a different level altogether.