e-Newsletter of Percept  I  P2M - Vol XVI  I  Issue 05 I May 2021
Percept Live wins GOLD for SUNBURN at the ‘BW Applause Awards 2021’
Percept Live, won top honors with a GOLD Award at the Virtual BW Applause Awards & Conclave 2021 held on 7 April 2021. Sunburn won GOLD in the prestigious Music Festivals domain, thereby maintaining its winning streak and dominance in this category since the inception of the BW Applause Awards over a decade ago.

Percept Live triumphed with a prestigious BW APPLAUSE GOLD Award for its flagship IP Sunburn. Asia’s biggest and most popular Dance Music Festival, Sunburn, kept its amazing winning streak bagging GOLD in the ‘Best Music Festival’ category for Sunburn 14 which was held earlier last year in a brand new Virtual avatar to maintain the safety protocols and social distancing rules imposed by the authorities due to the Covid-19 pandemic.

Said Karan Singh, COO, Percept Live, “A lot of technological innovation, creativity and hard work went in to making Sunburn 14 a mega success right from artist selection, creative virtual set designs, partnerships and state of the art SFX offering Sunburn fans a larger than life virtual experience. We’re happy that our efforts have been recognized by the BW APPLAUSE committee and are thrilled to have received Gold in the ‘Best Music Festival’ category. We have many exciting launches and some fantastic announcements lined up for Sunburn in the year ahead.”

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Percept digitICE executes a Virtual ‘Havells Grihalaxmi’ Engagement Program
Percept ICE, the Special Projects, Events and Experiential Marketing Domain Company of Percept Limited, conceptualized and executed the Virtual Havells Grihalaxmi Engagement program on 8 March 2021. Held on International Women's Day 2021, the program was entitled ‘Udaan’ as a special ode to the women of the Havells family. The Virtual session received over 2000 registrations and over 700 attendees were present from all across India during the course of the live digital show.

The ‘Grihalakshmi scheme’ rolled out by Havells in 2015 is applicable to the company’s thousands of Dealers pan India. The objective of the program is to involve and empower the wives of the dealers who are educated and desirous of contributing to the business in some way. As part of the Grihalaxmi IP, Havells has continuously held a series of educational, motivating engagement sessions with spouses of the dealers. With the ongoing Covid-19 pandemic and associated on-ground event restrictions pan India, the Havells Grihalaxmi event seamlessly transferred into the Digital space this year to ensure continuity of the program.
The Havells Grihalaxmi Engagement Program 2021 was conceptualized, designed and executed by Percept digitICE, the Full-Service Digital, Virtual and Hybrid Experiential Marketing & Events Unit of Percept ICE. Percept digitICE’s scope of work encompassed creating and managing the holistic Virtual Module for the Havells Grihalaxmi program, creating pre-event buzz via multiple digital platforms to drive awareness and  registrations, and designing an entire innovative capsule dedicated to Nutrition and Fitness. World renowned Nutritionist, Rujuta Diwekar served as a Guest Speaker at the program. An interesting feature included a Live Chat Segment created for the leading ladies of the Havells Family. The online event also included live contests where Winners received a personalized autographed book of Rujuta Diwekar. The entire program was a perfect blend of pre-recorded interviews, live speakers from the Havells Group, interactive chat sessions and a live Emcee integrating all these elements seamlessly on a specially designed Virtual stage into an immersive, holistic and impactful program.

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Battling The Second Covid Wave, How The Event Industry Is Taking On The Challenge
The world of events and experiential industry has drastically changed due to the disruption caused by Covid-19. Now the second covid wave has made the situation even worse. While the pandemic has made the industry press pause on live events, it hasn’t stopped its drive to find a way to carry on. Here is what event professionals have to say about the resurgence of Covid-19 and their plans to battle the second wave:

Vidya Alva, Executive Vice President & Business Head, Percept ICE
The second wave of Covid across India is unprecedented, and its impact will be damaging on the Experiential business. With the roll out of the vaccines, we were really looking forward to getting back on the ground, but that seems a long way off now. Fortunately Percept ICE was very quick to evolve into the Digital, Virtual and Hybrid event space with the launch of Percept digitICE last year. Clients had no choice but to move into the Virtual space given the lockdown, and our Digital events business leapfrogged in 2020-21. So far we have successfully managed hundreds of innovative Virtual events for a wide range of Clients, and we intend to strengthen this business portfolio until the pandemic subsides.

We are planning to introduce many more bespoke solutions for our clients in the virtual domain, while capitalizing on our strength in designing customized holistic Content options. We are also heavily investing in high-end Digital Technology Tools which will offer out-of-the-box Virtual Reality (VR), Augmented Reality (AR), Mixed Reality (MR) Events to scale up the end product and attain the desired impact / result for our clients.

Karan Singh, Chief Operating Officer, Percept Live
The resurgence of COVID-19 will make a huge dent in the Experiential and Live Music Festivals business. Millions of livelihoods in both the Events and allied industries will get impacted adversely. Going virtual in 2020 was probably the safest and best strategy for Percept Live as it kept our business going and also created brand new revenue streams that remained unaffected by the social distancing rules. Transitioning to Digital rapidly proved to be a very viable option for us, and will continue to help us drive revenues in the year ahead. In 2021-22 we plan to keep incorporating and upgrading our range of Digital Platforms, Virtual Reality (VR), Digital Interactivity, Augmented Reality (AR), and Mixed Reality (MR) offerings to present new and memorable Digital Entertainment Events to our fans even while monetizing efficiently on these digital ventures.

Virtual events are not enough for businesses to drive audience engagement. On-ground events are an excellent channel for brands to create effective conversations and connections with their prospects, and gather relevant participant information leading to improved marketing communications. While Hybrid events will become more prevalent post Covid-19, technological innovations such as AI, AR, MR, Facial Recognition and Holograms powered by 5G will become vital to make digital brand experiences more immersive, impactful and memorable. Till the pandemic subsides we will continue to use digital platforms for content and amplification. I personally believe that Experiential Marketing, Live Events and Festivals will rebound in a big way once we vaccinate 60% of our population to attain a certain threshold of herd immunity. The entire Events industry is eagerly waiting to reunite with their stakeholders on-ground again.

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Sunburn Academy announces Batch 2 of the Online DJ Course
After a super successful completion and graduation of the first Batch of students from the newly launched Sunburn Academy, the institute announced details of Batch 2 of the ‘Beginner’s Level Online DJ Course’ earlier this month. The Module will cover Components, Arrangements, Instruments and Frequencies in a Track, Introduction and Mix in the Ableton Software, Warping and Mixing of Tracks, Studying International Labels, DJs, Music Genres and Sub Genres, Mashups, Building & Marketing an Artist Profile, Social Media Marketing strategies and Tips from Music Industry Experts. Aspirants can visit sunburn.in to learn more about the program offered, enrol and gain admission to the course.

Percept Live, pioneers in the Live Music Festival domain in India and creators of the iconic Sunburn Festival, had launched the ‘Sunburn Academy’ earlier this year. The Academy offers an intensive and interactive online Program exclusively curated for aspiring DJs and Music Producers. The primary ‘Beginners – DJ’ Course launched in the first week of January 2021 received an overwhelming response.

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Percept digitICE creates a unique Virtual Meet for Havells Emerging Dealer Fraternity
Percept ICE, the Special Projects, Events and Experiential Marketing Domain Company of Percept Limited, conceptualized and managed an innovative Virtual Meet for Havells Emerging Dealers on 27 March 2021. The Digital Event received over 2200 registrations and over a 1000 Dealers attended the Live Event online.

This Havells event was curated for a very special category of Dealers – ‘Emerging’ Dealers. This encompassed all the Dealers who have joined the Havells Family within the past 1-3 years. The main objective of the show was to showcase all the key milestones and achievements of the Havells Group including the robust marketing systems, distribution channels, strong consumer connect, the company’s transformational shift and nation building vision paving the way for an unparalleled growth in the future.

Percept digitICE’s scope of work included creating and executing an innovative immersive Virtual Meet Event for Havells Emerging Dealers, including a dynamic Chroma shoot of 3 key people across 2 separate locations. Green Screen Technology, all safety protocols and Covid norms were followed throughout the on ground AV shoots. This was further packaged with ground-breaking animations and graphics and state-of-the-art supers as 3 Dimensional text on a Virtual set. The entire journey of the brand “Havells” was showcased to attendees in a captivating 50 minute capsule. The culmination of the motivational event saw a credit note initiated and distributed in Real-Time to all the Qualifier Dealers.

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Yusuf Shaikh, Percept Pictures shares his views along with industry veterans on how the Delhi curfew will impact the Theatre business
On Tuesday 6 April Delhi was placed under a 10pm-5am daily curfew until the end of the month, with the state government citing “a sudden increase" in covid infections. The curfew prohibits all non-essential activity after 10pm. In effect, restaurants, bars, malls and theatres will have to work within the new restricted timing. The development will impede the nascent recovery these businesses had just be registering.

Restaurant and bar owners were preparing to face renewed losses. Night curfew in Delhi will add to the woes of cinema owners, reeling under the impact of the shutdown in Maharashtra. Having to wrap up operations by 10 pm will essentially mean doing away with a couple of night shows and having to start the last show of the day by 6 pm.

“This is a massive blow to film business," said Yusuf Shaikh, Business Head, Feature Films at Production and Distribution company Percept Pictures adding that the impact will last way beyond April. Towards the end of the month producers will begin to take a call on films scheduled for May such as Salman Khan’s Radhe and John Abraham’s Satyameva Jayate 2, both big-budget projects. “There is complete uncertainty looming right now," Shaikh said.

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‘Sunburn Campus’ digital shows are a hit with the Youth
The Sunburn Campus digital variant saw multiple shows wrap up the Academic year with a bang for Gen Next! The month of April saw artists Bassjackers wow the students of Pravin Gandhi College of Law, Mumbai at the popular Vividh College Festival on 3 April. This was followed by another rocking Sunburn Campus Digital show with the Bassjackers belt out their hits for the collegians at IIT Ropar in Punjab at their Zeitgeist’21 Festival on 25 April. A great way to wrap up the college year and say farewell as summer vacations kick off.

Karan Singh, COO, Percept Live said, “The safety of the youth is paramount and our Sunburn Campus Digital initiative has helped us to stay connected with our young college going fans all over the country. We are committed to offering the best of Entertainment and Technology to provide unparalleled innovative entertainment to Gen Next until things return to normal.”

© Corporate Communications | Percept Limited, P-2, Level 4, Raghuvanshi Estate, 11/12 SB Marg, Lower Parel (West), Mumbai - 400013, India. | Tel: +91-22-30448400 | Web: www.perceptindia.in | Intranet: www.mypercept.in | 
Email: [email protected]

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