Percept Talent Management to tap into CommonWealth Games winners

MUMBAI: Percept Talent Management (PTM), the celebrity management division of Percept, is looking to cash in on the increase in brand value of athletes who have won medals at the recently concluded Commonwealth Games (CWG).

PTM CEO Rajnish Sahay says that he is talking to 16 medal winners in the CWG across different disciplines to represent them for among other things endorsements. One of them is Saina Nehwal who is said to command Rs 10 million an endorsement. “We already represent Sushil Kumar, Vijender Singh, Jwala Gutta and Ashwini Ponappa. We will sign up deals for Kumar for a variety of products.”
Kumar recently did a deal with the National Egg Co-ordination Committee.

Deals between PTM and the athletes will be for three to five years. "Health, sports, fitness and lifestyle brands will be the ones most interested in associating with these athletes. Our job is to manage PR, appearances, events that sportspeople that we represent feature in. We will also look after their digital rights," says Sahay.

In terms of working with Indian sports federations to create more visibility for sports, Sahay says that they are talking to the Indian wrestling federation. The aim will be to have a grassroots programme as well as entertainment sports events featuring Indian and international stars. Percept will look at badminton and shooting.
The challenge for any of the medal winners of the Commonwealth Games will be to maintain visibility across the year. "It cannot be that after the Asian Games the athlete disappears from the scene. They have to perform at an international level. They have to be visible in the media regularly. If it is just a one off then the sponsor who has done a one year deal might not get the desired value," an analyst says.
According to Sahay, the coverage of non cricket has grown especially if an Indian participant does well. "Things are changing in this respect. The push that Percept will give to different sports will also help give the athletes visibility. There are also international events that take place regularly," Sahay says.

Latest Reads
Gulzar lightens up Luminous's Diwali

MUMBAI: Luminous has launched a unique social campaign that celebrates a part of Diwali that we often forget to talk about. While most Diwali campaigns talk about spending and splurging, others talk about the display of lights and fireworks across the country. This campaign, however, goes away from...

MAM Marketing MAM
Multi-media ad campaign to popularise gold coin

A year after it was first launched, a multimedia advertising campaign is being launched to drive awareness around Diwali on the availability of the Indian gold coin by the Mines and Minerals Trading Corporation along with World Gold Council. Being launched this week, the campaign will cover...

MAM Media and Advertising Ad Campaigns
Vizeum launches Binary, special advisory unit for media clients

“Media business is, in the short term, headed for a tipping point, driven by the changing consumer-media interface,” emphasises Vizeum India MD Shripad Kulkarni, who strongly believes that media companies need a definitive transformation strategy in place now.

MAM Media and Advertising Media Agencies
Havas Media bags Rs 15-cr Sujata account

MUMBAI: Havas Media Group India has bagged the integrated media duties of Sujata, an Indian Consumer Electronics & Home Appliances brand for Juicer Mixer Grinders. The incumbent on the business was Exposure Media. The account will be handled out of Gurgaon office led by Uday Mohan. The...

MAM Media and Advertising Account
TV festive ad spend to reach Rs 8000 cr; experts divided

MUMBAI: The festive months of October and November are welcome months not just for you and your family, but for most Indian brands as well. After all, they eagerly wait for this early window when consumers loosen up their purse strings and put their Diwali bonuses to good use, aka, shopping.

MAM Marketing MAM
Amagi partners with BARC India to offer monitoring of geo-targeted TV ad-campaigns

Amagi Media Labs has entered into a partnership agreement with India’s apex television viewership monitoring body BARC India to help advertisers monitor geo-targeted ad-campaigns of brands across TV channels.

MAM Media and Advertising AD Agencies
iProspect conceptualises unique digital video for ICICI two-wheeler insurance

iProspect India has conceptualized and executed a unique digital video for ICICI Lombard General Insurance in their latest campaign on two-wheeler insurance.

MAM Media and Advertising AD Agencies
eBay engages consumer with live game on FB

MUMBAI: Festive season is a busy time for Indian brands, especially the e-commerce players given the shopping spree the nation witnessed around the time. Thus it becomes important to brainstorm on new and unique ways to get the consumer’s attention; something different from the unbelievable...

MAM Media and Advertising Ad Campaigns
Culture Machine & Quaker Oats aim to feed kids

As the festive mood gathers spirit in the country, Culture Machine’s digital channel Being Indian, in collaboration with Quaker Oats, have released a new campaign. Titled "Ek Muthi Sonu ke Naam", the video urges people to pause and spare a thought to the millions of children who go hungry.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories