Sunburn Festival moves to Sri Lanka

Percept Ltd, in partnership with Citrus Leisure Plc, takes the indigenous Sunburn Festival to Sri Lanka. The event is being promoted via a 360 degree campaign

e4m by exchange4media Staff
Updated: Aug 17, 2012 6:58 PM
Sunburn Festival moves to Sri Lanka

Venturing into the global arena for the first time, Percept Ltd has announced its partnership with the Citrus Group (Sri Lanka’s fastest growing leisure group) to bring the indigenous Sunburn Festival to Sri Lanka. The event will take place in Colombo on October 6 and in the capital on October 7. Organised by Percept, the festival has been held every year since 2007.

The event is being promoted via a 360 degree campaign involving radio, TV, print, OOH and social media. This apart, local media in Sri Lanka will be used to create awareness of the festival.

Commenting on this move, Harindra Singh, Vice-Chairman & Managing Director, Percept Ltd observed that Sri Lanka as a market is an untapped, vibrant, growing market for consuming entertainment, music and sports products. “Percept is excited to be a part of this growth story. Sunburn, Colombo is just the beginning of introducing a globally-acknowledged IP to the Sri Lankan music lovers and Percept is confident of contributing to changing the landscape of live entertainment in Sri Lanka. We are indeed, proud to be associated with Citrus, one of Sri Lanka’s premier groups, and we expect the event in Colombo to be an astounding success,” said Singh.

Chandana Talwatte, Executive Director and CEO of Citrus added that, “Citrus is all about leisure and making people feel wonderful; therefore, we have ventured into this avenue of entertainment, in order to bring our nation’s people even closer to what they love. We look forward to turning out a successful event together with Percept, and we value their partnership.”

The Sunburn Festival is not just about music, according to Karan Singh, Global CEO. “It is our opportunity to reach prime youth of Sri Lanka by bringing to them what they love best. For Sunburn, Sri Lanka was the obvious choice when venturing into overseas performances, as we see it as the next growth opportunity in terms of building an active fan base,” noted Singh.

The Sunburn Festival is an IP conceptualized and owned by Percept Live, which is Percept’s global entertainment venture into the business of intellectual properties in live entertainment, sports, celebrity management, digital and media space. Plans are on “to take this festival to Bali, Singapore, Jakarta, Dubai and Mexico in the next year”.

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