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GOLFWORX swings to IBD
Golfworx, spread across a 44,000 sq ft area within the Ambience Mall, Gurgaon, is India’s Largest and First Indoor Golf Lounge offering an unprecedented all-weather golfing experience. Following a multi-agency pitch, IBD India bagged the creative duties for launching Golfworx.
The launch campaign kick started in the first week of June. While launching the campaign, the real challenge lay in the role of communication and the execution of the campaign. The challenge was twofold - to narrow down on the right Target Group, and to create the right proposition to address this audience. IBD positioned Golfworx not as an alternative to the regular golf course but as an additional venue to ardent golfers. Hence the proposition was ‘Not just Golf, but Golfworx’. The launch campaign based itself on the insight that every ardent golfer if given a choice and chance would love to play at any of the world’s celebrated golf courses, and Golfworx certainly provided this unique offering.
The campaign message addressed the fantasy of every golfer: “Raise a toast to the world’s finest golf courses”. The messaging was done in a very interesting fashion wherein a jacket innovation was employed. The jacket cover intrigued the golfer with the words: “The first hole at Torrey Pines. The second at Pebble Beach. The third one at….”. Apart from print ads, innovative mobile hoardings and mall branding including pillar, elevator and escalator branding were explored to provide a holistic 360-degree approach. The campaign brought instantaneous results and Golfers started teeing off to this new world delight of virtual golf.
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P9 Integrated creates impressive co-branded associations with Salman starrer ‘Dabangg’
  Dixcy Scott - ‘the ultimate winner’
Dixcy Scott is an innerwear brand endorsed by Bollywood hero Salman Khan. Since Dabangg stars Salman Khan in the lead, the association was an apt fit. P9 created a 30 second co-branded TVC interspersing the film’s footage with the brand’s TVC to bring out Dixcy Scott’s message -‘the ultimate winner’. The association worked brilliantly for the brand as it strengthened its current association with Salman Khan, who plays a fearless cop in the film. The co-branded TVC went on-air across a mix of GECs, News channels and Music channels.
Force Motors - ‘dum hai boss’
As the hard-hitting narrative of the movie Dabangg unfolds grippingly in a region that has place only for the fearless with the plot revolving around the intrepid Salman Khan, Force Motors was keen to be associated with its brand message ‘dum hai boss’. Besides Bollywood’s Sallu Miya is also the brand ambassador for Force Motors. Hence with Salman Khan as the male protagonist of Dabangg, the association was a perfect fit. P9 created a 30 second co-branded commercial which was telecast across GECs, News and Music channels, thereby reinforcing the brand’s message as well as Salman Khan’s association with Force Motors.
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Percept Shines in the Campaign India A List
The second edition of the ‘Campaign India’s A List’ was unveiled at a sparkling event on September 8, 2010 at the Grand Hyatt, Mumbai. The book features the ‘who’s who’ in the Entertainment, Media, Advertising & Marketing domain and captures their interests, likes & dislikes, views, thoughts and other interesting trivia that provides the reader with a better understanding of what makes these star achievers tick.
This year’s Campaign India A List has featured 5 of Percept’s very own trailblazing luminaries, namely, Mr. Harindra Singh, Vice Chairman & Managing Director, Percept Limited; Mr. Shailendra Singh, Joint Managing Director, Percept Limited; Mr. Prabhakar Mundkur, CEO, Percept/H; Mr. Shripad Kulkarni, CEO, Allied Media; and Mr. Devraj Sanyal, CEO, Percept Sports & Entertainment.
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Mr. Harindra Singh
Vice-chairman & Managing Director
Percept Limited
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Mr. Shailendra Singh
Joint Managing Director
Percept Limited
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Mr. Prabhakar Mundkur
CEO
Percept/H
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Mr. Shripad Kulkarni
CEO
Allied Media
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Mr. Devraj Sanyal
CEO
Percept Sports & Entertainment
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Percept Pictures and all Indians high in the spirit of the Commonwealth Games, ‘Jee Jaan Se’!
 Percept Pictures and Percept/H have worked jointly to create an exclusive music video promoting the upcoming 2010 Delhi Commonwealth Games for Sahara. The two agencies in collaboration with renowned director Raj Kaushal and the feted musical trio- Shankar-Ehsaan- Loy created ‘Jee Jaan Se’, an upbeat, motivational track to enthuse the spirit of the Commonwealth Games among Indians. The 2 minute video which was entirely conceptualized and executed by Percept Pictures and Percept/H was shot with a unique four camera set up at the popular Phoenix Mill compound, amid a massive crowd of 3000 people.
Through the music video, an effort has been made to convey to the rest of the world that ‘We’ – The Indians are ready to host CWG and welcome everybody Jee Jaan Se! Thus the video features Indian people singing Jee Jaan Se and saying that even though we are not a part of the game but still we are all here to motivate the players!
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 Percept Pictures make the girls go Jealous!
Percept Pictures recently created a music video for Jealous 21, the famous denim brand for women featuring the all girl band D MAJOR. Jealous 21(the casual clothing from the House of Indus-League Clothing Ltd) is the first brand in India, known for their ‘hip-fit jeans’ that promises every woman a perfect fit. The music video featured the famous MTV VJ Anusha and her two sisters, all clad in the trendy Jealous 21 jeans and dancing gracefully to the tunes of SAARA ZAMAANA sung by them and remixed by DJ Suketu. Directed by Shiraz Bhattacharya, the music video was ideated and executed by Percept Pictures within a day’s shoot at the Bling at the Leela Kempinski, Mumbai.
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Percept & World Champion Wrestler Sushil Kumar in an exclusive alliance
Percept Talent and World Champion Wrestler Sushil Kumar announced an exclusive strategic partnership on 23rd September, 2010. Percept Talent has signed Sushil Kumar as an Exclusive Talent for a 5 year period, and will be solely responsible for managing Sushil Kumar’s brand image and endorsements, media activities and media rights and a range of activities to promote the sport of wrestling in India.
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Top Corporates of India congregate for ‘Goa Super Sixes’
Leading Corporates across India congregated at the Taj Exotica, Goa, for the 2nd season of the popular ‘Goa Super Sixes’. The participating teams included Future Group, Pinc Group, DB Realty, Provogue, XXX Energy Drink, Abil Group and Percept Limited.
Provogue won the Beach Cricket (Day 1) match. The GSS finals saw the Pinc Group battle XXX Energy Drink. The Pinc Panthers (Pinc Group) won the coveted ‘Goa Super Sixes 2010’ Championship trophy. Other awards announced included Best Fielder - Suresh Menon; Best Bowler - Nilesh Kulkarni; Best Batsman - Sohail Khan; Max Sixes - Aditya Singh; Man of the Series - Aditya Singh; Butter Fingers - Kalpesh Mehta; Legend Player - Mohinder Amarnath; and Most Stylish - Avinash Bhosale.
Goa Super Sixes has been conceptualized and executed by PDM India. SportzConsult was the official “Event Partner” and ‘Chivas’ was the official “Spirits Partner” for this Tournament.
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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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