It was expected that & #BANNER1 & # after the falling out of Percept Holdings and Aegis Media, Percept would have to re-brand its out-of-home outfit, Posterscope India, because the Posterscope brand was owned by the Aegis Group.
Percept's outfit will now be called Percept Out-of-Home, and it will be headed by Sanjay Pareek as president.
Pareek replaces Sanjay Yashroy, who quit the company in December 2006. Prior to this, Pareek was associated with Visionaire India as chief executive officer. Visionaire centres on technologies, products and systems for visual display and audio reproduction.
Along with the outdoor outfit, Percept has launched two more verticals within the company, Percept Retail and Percept Rural.
Commenting on the development, Pareek says, "According to a PWC (PricewaterhouseCoopers) estimate, the size of the outdoor industry will be close to Rs 2,000 crore by 2010. The move to the three-vertical business is in keeping with the future potential of the market in these domains. Technology and innovation are going to be the two most important growth drivers for this media."
Percept Rural will address the rural Indian market with specialised media to communicate to rural customers. Pareek remarks, "City formulae don't always work in the rural market. India has a large number of smaller cities, towns and villages that need to be addressed properly as far as communication is concerned. Such markets have peculiar dynamics and characteristics that should be understood in order to craft comprehensive rural communication initiatives." The person who will head the rural division has not been decided yet.
Percept Retail will be headed by Prashant Gunthey, who will act as the business head for the division. This division will start by focusing on educating mall owners, vendors and clients about the importance of retail as a medium to reach consumers. Its main highlight will be on driving the clients' business results at the point of sale. Gunthey says, "The vision for Percept retail will be to create integrated trade and retail marketing (ITRM) services through the fusion of creativity and accountability."
The out-of-home business revenue projections for Percept are about Rs 200 crore for this year. At least 25 per cent of this is expected to come from the newly-launched retail business in the first year.
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