Birla Tyres, a leading tyre manufacturer and a part of the BK Birla Group, has roped in Percept Activ to execute an innovative on-ground activation campaign ‘Zero Chinta’. The campaign, spread over 35 cities across India, kick-started in mid-August and will continue till the end of September.
“Many brands are spending as good as 30-odd per cent of their spends on BTL activities now. Though there are no trusted facts available, the business this industry is doing is estimated to be Rs 1,000 crore,” informs Sanjay Shukla, COO, Percept Activ.
Percept has announced the launch of its new strategic business unit, Percept Activ, which will focus on brand activation projects and function in the domain of below-the-line brand communication activities, encompassing promotional activation and event based activation. Percept Activ will be headed by Sanjay Shukla.