Archana Trasy has been appointed chief operating officer (COO) -- Intellectual Properties, Percept Sports & Entertainment, effective May 20, 2011.
The Percept IP vertical will include all Intellectual Properties created and owned by the Percept Group, including IPs in the Live Entertainment, Sports, Celebrity Management, Digital and Media space.
In her new role, Trasy will be responsible for managing and leveraging the IPs currently owned by the group, and will also focus upon conceptualising and developing new and innovative IPs.
On her appointment Trasy says, "It's a new and challenging role. Percept has been one of the pioneers in the 'Ideas and Concepts' business, and has been instrumental in creating many innovative and unique Intellectual Properties over the past few years."
She adds, "I believe we are no longer in the information age, but are in the entertainment age. I look forward to consolidating and leveraging our efforts in the area of IP creation and management."
Devraj Sanyal, chief executive officer, Percept Sports & Entertainment, says, "The future of our Entertainment business is pivoted firmly around our Intellectual Properties business, and we needed a leader who has walked the walk and talked the talk in this space for a while. I'm thrilled to have Trasy as our new COO - IP, since I believe she is the most qualified person I know in this domain."
Shailendra Singh, joint managing director, Percept, adds, "We are now scaling up our strategic efforts to develop Intellectual Properties and change the game in the Entertainment, Media and Communications (EMC) industry. We will soon unveil our plans in this direction. Trasy has a rich and diverse exposure in the Media and Entertainment domain, and is just the right person to take Percept's IPs into its next glorious phase."
Trasy comes with close to two decades of experience in the industry, handling some of the largest and most recognised brands in the country, including Reliance Industries, Wizcraft International Entertainment Agency, Richard Ellis Property Consultants and Mahindra Exports.
Her last position was that of managing director at Work That Works, an entrepreneurial venture started by her in 2009, with the vision to change the scale, improve the quality of regular event management, and infuse it with entertainment in its truest sense.
Trasy began her career with Richard Ellis Property Consultants, and was later responsible for launching and marketing Mahindra Exports' boutique, Nikaya.
She later joined the event management company Wizcraft, where she organised Michael Jackson's tour of India in 1996. She was also responsible for organising tours of other international artists, including Whigfield (1998), UB 40 (2000), and Diana King (2001).
Trasy also handled various international projects for Wizcraft, such as the 30th Independence Day celebrations of the Republic of Mauritius, the Showman Of The Millennium in London, and Bollywood Awards at Nassau Coliseum, New York.
In 2000, Trasy helped create the immensely popular International Indian Film Academy Awards (IIFA), which she continued to manage until 2007.
Trasy later joined Mukesh Ambani's Reliance Industries (RIL) in August 2007, where she headed the Event's division for RIL's brand -- the Mumbai Indians IPL team -- from its inception, until she set up her own venture in 2009.