P2M Vol II | Issue 6

/Issue 6/2007
e-newsletter of
Table of Contents
In the News
2
Events & Happenings
3-4
Up Close
5
1
INTHE NEWS
Karan Johar is the new face of Alfred Dunhill
Producer, director and television host Karan
Johar is now associating himself with British
based luxury brand, Alfred Dunhill as its PR
ambassador. This one year brand association
between Alfred Dunhill and Johar was arranged by Percept Talent
Management (PTM), the recently launched outfit of Percept
Holdings in association with Lachlan Murdoch. Johar will appear in
the brand's various campaigns including in-store placements.
Percept Talent Management COO Vinita Bangard said, “For
Dunhill, it would predominantly be public relations (PR) and POP
(point of purchase) and in-store placements.”
Perspectrum ropes in Debashis Das as CEO
Percept Holdings integrated marketing
consultancy (IMC) division Perspectrum
has roped in former Lintas president
Debashis Das as CEO. In this capacity, he will be instrumental in
driving the company's new businesses. Perspectrum offers
communication solutions for clients based on a cohesive and
integrated approach. Said Mr Das, "IMC is a field that has a lot of
potential in India and Perspectrum has done some very key work in
this arena. We will look at scaling up the activities multi-fold to
ensure that we offer a full bouquet of services to our clients. With
the backing of the Percept Group's resources, I am sure we will be
able to create value to our clients in the field of IMC.”
Bollywood to get a kingdom soon
Get set to meet your favourite
Bollywood stars. Come 2008,
Mumbai is going to get the first
museum on Hindi cinema. This model will then be followed in
Delhi before being replicated on a national and global scale.
Named Bollywood Kingdom, the museum aims to provide a unique
Bollywood experience, where consumers get up close and
personal with their favourite film personalities. “We want to
revisit Bollywood in its original historical grandeur and showcase
some fascinating memorabilia of Indian cinema,'' says Shailendra
Singh, joint MD, Percept Holdings, which is setting up the project.
Percept to introduce new pair lead in Mp3
Percept Picture Company's latest offering
MP3 (Mera Pehla Pehla Pyar) will
introduce Ruslaan Mumtaz and Hazel, two
new faces, to Hindi films. MP3 is being
touted as an iconic contemporary teenage love story; and the
film's music has already been released. Percept Picture Company
CEO Preet Bedi said, "The audience will get to see a super lovestory beautifully shot and directed with foot-tapping music. We
are eagerly looking forward to the release of MP3. The music
compositions are youthful and will appeal to audiences of all age
groups. Ruslaan and Hazel have done justice to their characters
and add freshness to the subject."
Spider-Man 3 casts its web
As many as eight brands are spinning promotional campaigns
around the movie.Tobey Maguire might be spinning webs to save
New York City from the evils of the world, but marketers in India
are spinning webs around one of the most awaited movies of the
year. Percept Pictures, which is marketing Spider-Man 3 in the
country, has roped in as many as eight brands for promotions
around the movie. Says Navin Shah, CEO, P9 Integrated, “This is
probably the first time any Hollywood movie has got so many
sponsors.”
7UP targets POS for increased sales: a Percept Retail
case study
The emergence of hypermarkets and
supermarkets has increased the importance
of Point-Of-Sale (POS) advertising much
more than before. Experts have been
echoing the fact that POS is vital in any brand's media plan. Soft
drink player 7UP has decided to give importance to this medium
and has worked on establishing 'Shopping made easier' for
consumers. Percept Retail, which conducted a case study for the
brand's POS promotions, also conducted a research on shoppers'
behavior inside stores. Based on the client's brief to optimize
distribution of 7UP in the modern trade by making it more shopable. Percept Retail started off the work by evaluating the
present situation for the brand in stores. The study also revealed
that POS display at perimeters encourages impulsive conversion
as shoppers spend 73 per cent of time tracking the perimeter.
PDM International does a hat-trick - Bags Rights for
Sri Lanka-Pakistan Series
PDM International bagged the exclusive
Marketing, Management and TV Production
rights for the Sri Lanka-Pakistan series in Abu
Dhabi held from May 18 to May 22, 2007.
Cricketing Giants Pakistan and Sri Lanka
came together for some very exciting Cricket action at the Sheikh
Zayed Cricket Stadium in Abu Dhabi. This ICC approved, fully
accredited three ODI match series were all day-night affairs with
Pakistan winning the series 2-1.
Speaking on this occasion, Mr. Sanjay Lal, MD & CEO of PDM
International said, “We are very proud that we are hitting a hat
trick at Abu Dhabi. We have been fortunate to have associated
with all three international cricket tournaments hosted by ADCC.
The first, DLF Cup was marketed by us while the BSNL Eurasia and
the current Warid Cricket series have us in the management role.
As the region's premier sports and entertainment solutions
provider, we are delighted to bring the best international talent in
Cricket production, venue and sports management together in
our effort to make this tournament a grand success. We are
committed to sports in the Middle East and shall continue to help
raise the bar and attract global sporting events to the region.”
PDM International roped in a multitude of channels to ensure
excellent coverage across the Cricket World. PTV & Geo TV
broadcast the tournament live in Pakistan and Maharaja TV were
the official broadcasters in Sri Lanka while viewers in UAE, UK,
Europe and North America viewed the series live on ARY Digital,
while DD Sports carried the series for cricket lovers in India.
2
EVENTS & HAPPENINGS
Percept Holdings & Lachlan Murdoch Launches Percept Talent Management
Lachlan Murdoch partners the venture in a 50:50 JV
Percept Holdings and Lachlan Murdoch's Illyria Pty Ltd. (Australia) launches a new initiative in
the business of talent management - Percept Talent Management (PTM).
Percept Talent Management will represent exceptional creative and technical talent in the
fields of motion pictures, television, fashion, music, sports and branded entertainment.
[ L to R - Ms. Vinita Bangard,
Mr. Kapil Dev, Ms. Priyanka Chopra,
Mr Lachlan Murdoch,
Mr Shailendra Singh,
Mr Sanjeev Aggarwal ]
This initiative signifies a paradigm shift in the business of Talent Management in the Indian subcontinent. Percept Talent Management marks a confluence between creating, inculcating and
promoting 'Talent' in every sense of the word and will manage the entire spectrum of all
marketing, financial, administrative and other needs for the Talent in the media and
entertainment space.
PTM will be a 360-degree model covering all aspects of exposure possible for a Talent. PTM will
acquire Talent across all genres and provide value offerings in key management areas like Legal,
Financial, Tax, Wealth, Health, Diet, Image and Social Responsibility needs, while also looking
after their Professional Contracts, Digital Domain, Publishing, Merchandizing, Media Tie-ups,
BTL Events, PR and Grooming, Relationship Management and Endorsements.
PTM Office inauguration and Puja held on May 10
PTM shifted into their plush new office at P2 in Mumbai on May 10, 2007. On the auspicious day, the
Team held a small Puja. Amongst those present included Ms Sangeeta Singh, Finance Director, Percept
Holdings, Ms Vinita Bangard, COO, PTM and Mr Rajiv Kumar, CSO, PTM. We wish Team PTM all the very
best for its future ventures.
PDM Sports & BCCI announce the 'Future Cup'
Future Group attains exclusive rights for the India-SA Series in
Ireland and India-Pak Match in Scotland
PDM Sports and
BCCI have
announced that
'Future Group'
will be the
sponsor for the
upcoming away
series to be
held in Jun-July
2007. The
series involving 3 matches between India & South Africa in Ireland
and 1 match between India and Pakistan in Scotland will be called
the 'Future Cup'.
This is the first time one single company will exclusively sponsor
and leverage 100% of all sponsorship and advertising opportunities
on a cricket event.
Speaking on this occasion, Mr. Kishore Biyani, Group CEO, Future
Group, said, “We have been associated with cricket in various
capacities before. We believe that cricket is here to stay and we as
the Future Group are pleased to be associated with the future of
cricket in India.”
Mr. Shailendra Singh, Jt. MD, Percept Holdings, said, “We are very
fortunate to have the 'Future Group' on board as a partner who is
as committed to building the future of cricket. India is headed to
be the youngest nation by Year 2010. The Future Group recognizes
this fact and we are only happy to come together and provide a
platform for the future talent of cricket. Percept has been
involved with cricket over a decade and will continue to work
towards the development of the game across the globe.”
PDM Sports engaged with BCCI and identified the 'Future Group' as
the right sponsor for this event. BCCI has confirmed the award of
sponsorship and advertising rights to the Future Group.
PDM Sports has over 12 years of experience in marketing and
managing international cricket. As the region's premier sports
and entertainment solutions provider, PDM Sports ensures that it
brings the best international talent in Cricket production, venue
and sports management together in its effort to make cricketing
tournaments a grand success.
PDM Sports had recently also bagged the exclusive Marketing,
Management and TV Production rights for the Sri Lanka-Pakistan
series in Abu Dhabi held from May 18-22, 2007.
PDM Sports has realized upto INR 1000 crores cumulative business
in cricket over the past decade through sponsorships, ground
rights, production rights and management services. PDM Sports
managed the sponsorship and ground rights for the DLF Cup in Abu
Dhabi in April 2006, followed by turnkey Management and TV
production for EuroAsia Cup in May 2006. PDM Sports then
managed the sponsorship and advertising rights for DLF Cup,
Malaysia, in Sep 2006, followed by the SL-Pakistan ODI series in
Abu Dhabi in May 2007.
3
EVENTS & HAPPENINGS
Percept Picture Company launches ‘PPC Cause Cinema’
Recognizing the power that cinema has in India in bringing about social change,
Percept Picture Company launched 'PPC Cause Cinema' in partnership with India's
wellness guide and mentor Ms. Sunita Menon on May 10, 2007. Their first movie will be
directed by Saket Chaudhary (who directed Pyaar ke side effects)
SOCIALLY YOURS: Percept Picture Company’s
Shailendra Singh launches ‘PPC Cause Cinema’
along with tarot card reader Sunita Menon to
help the film industry address real social issues.
PPC Cause Cinema is a division of PPC which will create and market cinema with a
specific social intent and message. This is the first organized initiative by any film
company in the country to go beyond the profit motive and use the persuasive powers
of Bollywood to address real social issues that touch the lives of millions in India. Apart
from its own projects, 'PPC Cause Cinema' will also provide a platform that brings
together Bollywood's film-making talent on the one hand and the Indian corporate
world on the other, to enable corporations to fulfill their aspirations of helping bring
about a social change. Percept Picture Company had created 'Phir Milenge' (2004)
which supported AIDS as a cause, starring Salman Khan, Shilpa Shetty and Abhishek
Bachchan in lead roles
PPC launches MP3 Music with Ruslaan and Hazel
Percept Picture Company
celebrated the Music Launch
of its upcoming 'Mera Pehla
Pehla Pyaar' (MP3) with its
lead romantic pair - Ruslaan
Mumtaz and Hazel on May 12,
2007, at Cinemax, Versova.
This film marks the debut of
the promising duo.
The event was a rollicking affair as the lead pair mesmerized the
audience by showcasing their talent through a spirited
performance to the title track, 'Mera Pehla Pehla Pyaar'. The
performance was followed by the unveiling of the Music CD,
which is fast scaling up the music charts.
Percept Holdings celebrates Spidey-3's success
Spiderman 3 is now the biggest Hollywood film ever to be released in India ,
knocking out the previous record held by Titanic. The film, released in India
with a record of 588 prints, has grossed Rs 57 crore till date, overhauling
Titanic’s record of Rs 55.5 crore.
To celebrate the success of the first Hollywood movie distributed by Percept
Picture Company, Percept Holdings had a small celebration at their P22 office
where they cut and shared a scrumptious mango cake topped off with an icing
of the Spidey image.
There’s more to celebrate. Thanks to Spidey-3 weaving its web all across the
country, India has now broken into the top ten markets of Hollywood
4
UP CLOSE
With Mr. Rahul Jain
Mr. Rahul Jain
Mr. Rahul Jain, MD, Percept Swift
Percept-Swift is a well known entity in Indore. How did this
relationship with Percept start out?
Our relationship goes back 5 years.
Indore, where I had been running Swift, was poised for growth, but
a regional agency brand had its own limitations. That was the time
when Airtel (Percept's client) went national, making it necessary
for Percept to have a regional office in Indore. Swift's presence,
infrastructure and expertise in the mobile industry came in handy
and a new entity - 'Percept Swift Advertising' came into being. It
was a win-win situation for both - as it gave Percept a regional
presence and Swift a national network.
We were more than happy to partner with Percept. They are a
young, aspiring, vibrant, resourceful and growing communications
conglomerate.
You must have found it difficult initially, setting up an agency in
Indore?
When I made my initial foray in the advertising and PR domain in
the early eighties and set up shop in Indore, it was extremely
difficult to convince advertisers and marketers about creatives,
media plans and PR. It was even more difficult to make them pay
for such services! The good part is that hardly anyone asked for
cuts and kickbacks. The 15% agency commission ruled at those
times if you were able to deliver a small value to your clients.
But you did very well for yourselves with each passing day?
Embracing new technologies and newer methods came handy at
different points in time. For example, buying the Apple
Macintoshes in 1985 (almost immediately after their worldwide
debut) or computerizing all our operations in the late eighties or
making a foray into IPO marketing (Swift, only non-metro agency
was ranked 7th largest in India by Prime Database); we were ahead
of the game here. Yes, I think we did very well for ourselves in a
very short span of time.
Any regrets you have had in your journey?
Sometimes I regret dropping out of MBA way back in 1982 as the
business had started shaping up just then. However, I tried to
make it good with the experience that I gained en route and also
by exposing myself to the evolved working of some of my peers.
We hear you are also a faculty of an institute?
Not a regular one, but I've been delivering guest lectures at
management institutes on marketing communications. I have also
been invited in the capacity of a judge for some events at IIM and a
few other institutes. As the Founder President of The Advertising
Club, Indore, I was also instrumental in organizing a host of
training programs for the ad fraternity at Indore.
So, how do you take time out to relax?
I love reading (fiction, self development and management),
listening to soft music and driving. However, splitting my time
between the agency and the newly started printing business,
leaves me hardly anytime to pursue any of these interests!
Tell us something about your family.
Aneeta, my wife, manages my home
and me of course. Avni, my sweet
princess is now turning 18 and has
completed XII and is aspiring for an
engineering course. My son, Anal is in X
standard at Daly College (a 10 year old
institution).
If you were given a choice to pack your bags and travel, where
would you prefer going?
Europe in a good season is a joy to visit, especially Eastern Europe.
Probably, will visit New Zealand next. But there are plenty of
Indian destinations that we are yet to explore.
Any message to all our Perceptites reading this?
The dream that Harindra Singh and Shailendra Singh had seen, has
taken shape of a formidable entity today, thanks to determined,
patient working. The onus of converting this into the ultimate
powerhouse rests with us. Let's just go ahead and do it!
The content of this publication has been created with inputs from Percept Holdings and its Group Companies. Percept Holdings is the strategic holding company that promotes, owns
tie-ups
with movies
are moving
andMarketing
manages, a spectrum
of marketing
communication
companies.beyond
The contents of this document may not be reproduced or circulated without prior consent from the Corporate
Communications
Department, Percept Holdings.
simple pay-for-placement
schemes.
Not for sale.
Corporate Communications, Percept Holdings Pvt Ltd., P22, Raghuvanshi Estate, Senapati Bapat Marg, Lower Parel, Mumbai - 400013
Tel: +91 22 2491 8811, Fax: +91 22 24911281 Website: www.perceptholdings.com Email: [email protected]
5