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As the exclusive marketing agent of the Indian Boxing Federation (IBF), Percept has recently launched ‘Fight Night', India's first ever indoor boxing bouts between top Indian and international boxers. The first ‘Fight Night’ was held in association with Monnet Ispat & Energy to celebrate the signing of the USD one million sponsorship deal with IBF, which will cover the entire Indian team for three years. In the first exhibition bout, Asian champion Suranjoy Singh won 17-9 against Sanjay Singh, and Olympic medal winner Vijender Singh beat Ram Singh by 22-5.
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Following a multi agency pitch, PDM has bagged the on ground duties of MasterCard. As part of the contract, PDM has come on board as a retainer agency and will be the only agency handling activations for the brand for the next two years.
The on ground activities for MasterCard will be planned keeping in mind its core target group comprising individual account holders, banks and merchants. The initial brief from the client includes working on campaigns to drive the usage of debit cards at point of sales, handling activations related to the brand's sponsorship of the Mumbai Indians during the IPL season, coming up with initiatives centered on card holder education and other merchant incentive schemes, and organising events for different platforms.
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PTM brought together Bollywood star Nandana Sen with RAA Diamond Jewellery to create yet another interesting brand talent association. Nandana Sen, a well known actress, is now the brand ambassador for “Raa Diamond Jewellery”, belonging to the KT group which has brands like Timond watches, Arma Jewellery and Juno Moneta. The one year deal has been brought frontward and closed by Percept Talent Management, which plans to leverage the association with innovative ideas and make its presence felt pan India.
Mr. Tejas Soni, COO, Raa Jewellery, says, “We are extremely pleased to launch our exquisite line of jewellery for consumers who believe in quality and elegance. We have thoughtfully roped in Nandana Sen recommended by PTM which is the finest company that handles endorsement deals for a lot of well known celebrities. We started our journey of celebrity associations with PTM for the brand Timond watches endorsed by Karan Johar which went off extremely well. PTM and Raa are sure to go a long way alongside.”
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The Delhi office of Percept/H has recently won two new accounts – Pavers England and Lakshmi Energy & Foods Ltd. A premium footwear brand, Pavers England was launched in India in 2008, through collaboration between UK-based Pavers Foresight Smart Ventures and Chennai-based Forward Group. Lakshmi Energy & Foods is the largest supplier of other Basmati and non-Basmati rice varieties across the world.
Lakshmi Energy & Foods Ltd decided on Percept/H Delhi as its communications partner following a four-way pitch. The company plans to launch 28 varieties of rice under the name of Lakshmi Foods and is planning to spend upwards of Rs 30 crore on marketing and communication activities in the first year.
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Utsav Seth, Managing Director, Pavers Foresight Smart Ventures said, “There was no formal pitch. We were very impressed with the complete 360-degree solution – both marketing and advertising – that Percept/H Delhi team brought to the table. This made us decide that Percept would be our right communications partner.” |
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Problems Chal Hatt!
Dabur Red Paste is targeted at kids and hence the association with ‘Paathshaala’ was a perfect fit – it brilliantly brought out the brand positioning of the product and the message of the film. The tagline of Dabur Red Paste is ‘problems chal hatt’ and ‘Paathshaala’ talks about the issues in the Indian education system, the pressure on children and the problems they have to face. P9 created a 30 second co-branded TVC and a print campaign. The TVC went on-air across GEC’s, kids’ channels and news channels.
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Bag to school
Gini & Jony, being one of the leaders in the kids wear market, considered it the best platform to launch their ‘Bag to School Offer’ by associating it with ‘Paathshaala’. A photo shoot with their merchandise along with the stars of the film kick-started the association, followed by a print activity and a 30 second co-branded TVC across channels. |
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Apart from making the races more fun and young by pumping up the glamour quotient at The Vandrevala Foundation Indian Turf Invitation Cup, PTM aided the Foundation in their endeavour to reach out to larger audiences and create greater awareness of the Foundation’s activities, in particular their Mental Health Initiative in India. PTM organized a press conference a couple of days prior to the race day with Bipasha Basu announcing her support. Bipasha was present at the event and shared the spotlight with Saif Ali Khan.
The Vandrevala Foundation is a charitable social enterprise focused on making a sustainable difference for those in need. Founded by Priya Hiranandani Vandrevala and Cyrus Vandrevala, the Foundation primarily focuses on mental health, dyslexia and multiple sclerosis.
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Karbonn Mobiles was one of the key sponsors for IPL 2010. P9 created content emphasizing Karbonn’s association with IPL at various levels, creating awareness about the new brand and amplifying it across top news channels during IPL 2010. Popular tactics included:
• ‘Karbonn Kamaal Katch’ – the best catch award
• ‘Karbonn Katch the Pink Initiative’ – activity performed at the end of the 1st innings during every match, supporting the cause of The Breast Cancer Association of India
• ‘Karbonn IPL Nights’ – the post-match parties happening throughout the season
P9 packaged bytes by several top cricketers talking about Karbonn’s association with IPL, and also covered the action off the fields at the ‘Karbonn IPL nights’ with Lalit Modi, Vijay Mallya, Shilpa Shetty, Shah Rukh Khan, Arjun Rampal and Mehr Jesia, along with an endless list of players.
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Founded in 1984, Percept, an entertainment, media and communications company, today , is at an enviable leadership position with a team of 1200 people and 62 offices across India and Middle East. This publication has been exclusively created for our stakeholders. The contents of this publication has been created with inputs
from Percept Companies and Divisions. This document may not be reproduced or circulated without prior consent from the Corporate Communications Department at Percept Limited.
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