a Percept publication for our media fraternity / Issue 12 / 2007 Table of Contents News-Watch 2-3 Industry Bites 4-5 Percept-O-Speak 6 Up Close 7 Special Feature 8 11 News-watch Percept & Virgin Comics to make a super heroine Percept Profile bags 13 accounts in out of Priyanka Chopra the last quarter of 2007 Virgin Comics has joined hands with Percept Profile India, the public relations arm actress Priyanka Chopra to create a of Percept Holdings Pvt. Ltd, has recently super heroine character that will be bagged an array of accounts, across various categories like used in comics, live-action films, hospitality, lifestyle, corporate and media. This gain of 13 new animation and games. A comic book businesses has resulted in a 30 per cent growth in the last quarter series, featuring the character, is of 2007 for the agency. The new accounts gained across the expected to be launched in 2008. agency's Mumbai, Delhi and Bangalore offices are Lucera, which is The company has plans to develop a brand of Renaissance Jewellery Ltd; suiting and shirting's brand the story across numerous platforms Donear Industries Ltd; Italian designer formals brand Brioni; including animation games and German apparel brand Orient Craft Ltd; ItzCash Card Limited; theatrical live-action film. Vinita MDLR Airlines; Amaltas brands; ESP Consultants; Venetian Macao Bangard, COO, Percept Talent Management, the agency that Resort Hotel; Gulf perfumier Ajmal Perfumes; Sai Baba negotiated the relationship, said, “As entertainment continues to Production's 'Amul Star Voice of India'; Paramount Films of India evolve and cater to various segments of the demographics, for films like 'Transformers', 'The Bourne Ultimatum', 'A Mighty creating a super heroine property with Priyanka will ensure reach Heart', 'Elizabeth-The Golden Age'; and ASA Film's 'Mumbai Salsa'. to its target audience and creates a buzz among readers.” Percept Picture Company to launch merchandise Percept/H among Gold winners at Graphis based on the super-hero Advertising Annual The Indian super-hero, Hanuman will soon Percept/H has found mention among Gold make a dashing appearance not only on the winners in Graphis Advertising Annual 2008. silver screen but also in stores. Hanuman Percept/H found mention for its works on The Vegetarian Society, Returns, made by Percept Picture Company (PPC) and Toonz Ghetto Bar and Peprico sauce. Graphis Advertising Annual is a Animation India, is ready to enter the market with over 270 collection of the year's most outstanding advertisements that are merchandise. The film is a sequel of the blockbuster animation carefully selected and categorized. For Peprico, Percept/H had movie Hanuman. The price will be in the range of Rs 20 to Rs conceptualised the black pepper sauce as torture equipment. The 2,000. PPC has sold the merchandising rights at a minimum guarantee, and the company will earn 70 per cent as royalty. ads for Vegetarian Society, used to promote vegetarianism, had a concept that each time vegetarian food was eaten, an animal was saved. This was represented with vegetables served on a plate, in 360-degree promotion for HANUMAN RETURNS the shape of animals. The ad for Ghetto Bar was for its beer Innovation, Style & festival to celebrate the Soccer World Cup. The creative therefore Grandeur all came featured soccer players who were trying to resist the urge to use together at the the washroom, after having gulped several draughts of beer. recent launch of Percept Picture Percept/H wins brokerage firm account C o m p a n y ' s H A N U M A N Prabhudas Lilladher (PL), one of India's oldest brokerage firms, RETURNS at the Taj has signed on Percept/H for its creative duties after a competitive Lands End on Nov 21, 2007. As part of the 360-degree promotion pitch. The size of the account is estimated to be around Rs 5 crore. and licensing programme, PPC has tied up with Future Group, Jump Games, Baskin Robbins, D'damas, Camlin, Indiatimes, MDLR Airlines appoints PDM as its marketing agency Midday, Star News and a plethora of eminent brands to provide & Percept Profile as its PR agency audience with nothing but the best source of entertainment options. Apart from these, Hanuman Returns would also introduce MDLR Airlines has appointed Percept its latest range of merchandising products after the astounding D'Mark (PDM) as its experiential success of Hanuman's merchandising campaign along with an marketing agency, while Percept Profile has been appointed as its interactive website on Hanuman Returns. The launch includes communications consultant. The two companies of Percept goodies like Film, Mobile Games Toys, Jewelry, Apparel, Crockery, Holdings have signed a year-long deal, where they will Books, Stationary, Plastic wear etc. The launch had its dash of initiate a pan-India marketing and communications glam-quotient with the likes of Shailendra Singh, David Dhawan, space for the company. Nagesh Kukonoor and Anurag Kashyap attending the function. 22 News-watch Percept to produce live action animation film - 'Jumbo' PDM-Entertainment to bring 'Sunburn' to Goa Percept Picture Company (PPC) is making a new live-action cum PDM-Entertainment announced India's first International animation feature film titled - 'Jumbo'. The concept is developed by Walt Disney and Percept has acquired its exploitative rights. Jumbo Electronic Music festival - 'SUNBURN' - in partnership with Smirnoff, is a story about a baby elephant. Disney has taken the concept to DJ Nikhil Chinappa & the Ministry of Tourism, Goa. various countries and PPC has acquired its exploitative rights. Sunburn Festival, Goa 2007 presented by Smirnoff is a unique Allied Media bags Rs. 20 crore media services entertainment property conceptualized & produced by PDM- Entertainment and Nikhil Chinappa, therein elevating the Indian account - wins FIHL Account Entertainment Industry to a Global Platform. The unveiling of the Allied Media, the media arm of the Percept 'Sunburn Festival, Goa 2007' took place at the Olive bar & kitchen Group, has been assigned the media duties for with a podium led by Shailendra Singh, Joint Managing Director, Franchise India Holdings Ltd (FIHL), an integrated franchise Percept Holdings, Asif Adil, Managing Director, Diageo India & Nikhil solution company. The agency will provide media solutions for a Chinappa, Partner & Creative Consultant Content, Sunburn. 360-degree campaign, which will encompass strategic planning, Sunburn Festival, Goa 2007' is a festival which will annually media buying and implementation. The account is estimated to be in the region of Rs 20 crore. consolidate the best global talent (from India, Holland, Ibiza, UK, Austria, France, Finland & Australia) in India to celebrate music PDM International, 7 Figures Management and Zee Sports and foster a sense of community & harmony. An entertaining hunt for 'The Million Dollar Arm' in India mélange; incorporating International & Indian maestros of electronic music, the 'Sunburn Festival, Goa 2007' presented by PDM International and 7 Figures Management Smirnoff is a 2-day synergy of global music, dance & have jointly launched a nationwide talent hunt for entertainment on the 28th & 29th of December'07 at India's all sports enthusiasts and young men to premiere tourist destination GOA . effectively pitch and pursue an international career in the US, and attain worldwide recognition and fame. 'The Million Dollar Arm' P9 Integrated inaugurates its Delhi Office (TMDA) is an initiative to identify, groom and mentor a talented sportsperson, and introduce him to the professional world of P9 Integrated has been baseball internationally. Zee Sports has been signed on as the operational as a satellite office official electronic media partner. in Delhi since Feb 2007, but it Kingfisher hosts PDM's Metalfest 2007 has recently taken up an office premise at the basement of Percept Kingfisher tied up with Metalfest' 07' - an annual property from PDM House from Dec 2007. A small 'Shanti Puja' India that aims to target a significantly large population that was conducted at the office premises on consumes the harder genre of music between hard rock and heavy Dec 5, 2007. metal. Merry Christmas Happy New Year 3 Industry Bites Advertisers find that grass is greener Carving Dreams signs up 5-movie deal with Hollywood Studios International There is a surge in popular interest in golf and advertisers are queuing up to invest in the two major golfing events that India will Celebrity and brand management firm Carving Dreams host in February 2008. India will host two prestigious golf Entertainment Ltd is foraying into film production. The company tournaments in February 2008: the $2.5 million European Tour has entered into a deal with Los Angeles based studio Hollywood Indian Masters and the $2.5 million Johnnie Walker Classic. Studios International (HSI) for a slate of five movies over the next Worldwide, golf is a $7.1 billion industry and in India, the sport, as four years. an industry, is estimated to be growing at 30-40% annually and valued at between Rs 50-60 crore, according to Brandon de Souza, 54 pc teens and young adults use mobile phones managing director of golf event management firm, Tiger Sports for social networking: MMA study Marketing, which is managing the Indian Masters. In order to help brands and marketers identify K Sera Sera raises $25 million via GDRs key market trends, mobile subscriber usage patterns, and success metrics for mobile K Sera Sera Productions Ltd has marketing in the US, the Mobile Marketing raised $25 million through issue Association (MMA) has announced the results of of global depository receipts its third annual Mobile Attitude and Usage Study. (GDRs). The amount will be The study provides insights into overall consumer mobile usage by used to mainly fund movie productions. K Sera Sera will invest demographic group, awareness and usage of mobile phone almost 70 per cent of the amount raised towards film production, features and services, and interest in and concerns about specific 20 per cent for distribution and the balance for TV content applications.