Percept launches brand activation arm, Activ

The agency is targeting the top position in the brand activation space by 2012

Percept has announced the launch of a new strategic business unit (SBU), Percept Activ. The new unit will focus on brand activation, and will function in the domain of below-the-line brand communication activities, encompassing promotional activation and event-based activation.

Percept Activ will create and provide customized solutions to brands, in order to enable them to effectively connect with their target audience. The SBU will concentrate on building new events and properties, as well as scaling up existing properties for clients in the brand activation space.

Percept Activ will be headed by Sanjay Shukla as COO. Shukla has worked on a spectrum of events and brand activation projects in India and abroad.

The brand activations industry in India is currently estimated to be Rs 1,000 crore, and Percept Activ is confidently targeting a market share of 25 per cent by 2012.

Percept Activ has set up offices in Mumbai, Delhi, Ahmadabad, Pune, Bengaluru, Chennai, Hyderabad and Kolkata. It plans to roll out another four offices and 30 franchisee operations across Tier II and III cities in the coming year. The agency already has about 100 team members and representatives on-board, and plans to scale the team up to 300 personnel by 2011.

The Percept Activ team will consist of dedicated champions, who will spearhead the brand activation business across key zones pan-India. These include Divya Kapoor, business head - North; Amit Bansal, AVP, business development and client servicing - North; Vijetha Suvarna, AVP, business development and client servicing - West; Hakim HS, GM, business development and client servicing - West; KG Ramnarayan, AVP - Bangalore; and Sameer Sethi, AVP - Chennai and Hyderabad.

Rukin Kizilbash, COO, Percept Sports & Entertainment adds, "The idea is to have a dedicated team in this arena to build a sustainable model in the brand activation domain. A specialist team, which has immense experience in this arena, will ensure that they create and provide professional support and unparalleled service to clients across the country."

Percept Activ will focus on undertaking in-depth research and analysis, exploring new opportunities and technologies, and providing innovative ideas and tailor-made solutions to clients.

Sanjay Shukla, COO, Percept Activ, says, "At Percept, we have the unique advantage of cross-leveraging synergies and strengths across our group companies."