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Purvita Chatterjee

Mumbai , Sept. 25

DHOOT Entertainment Network (DEN) has appointed Percept India to handle its advertising and media buying account for its new lottery brand - V-1. Speaking to Business Line, Mr Anirudh V. Dhoot, Dhoot Entertainment Network, said, "We have assigned a budget of Rs 100 crore to Percept India to develop our V-1 brand."

Involving its various divisions, Carat India, Percept's media buying partner, is expected the service the brand along with Percept H (for advertising), Percept Profile (for PR) and Percept D'Mark (for event management).

With multiple draws daily, the company has chosen Sahara Manoranjan to air its shows. Adds Mr Dhoot, "We have signed a contract of one year with Sahara Manoranjan and may start airing the draws on our own channel in future." With the baseline, `Khel Ke Dekho', the V-1 brand of lottery tickets will reach out across 2,000 retail outlets across the country.

With intentions of launching its lottery brand V-1 in November, the company hopes to capture at least 10 per cent share in the lottery market with a turnover of Rs 350 crore within its first year of operations. Adds Mr Dhoot, "We expect our highest revenues to come from the lottery business."

Besides the company also intends launching its multiplexes at places such as Nagpur, Aurangabad and Coimbatore under the V-1 brand.

Recently the company also announced its plans to form an alliance with an Australian company for its television channel. "We are looking for an equity partner for our television business and talks are on with an Australian firm," said Mr Dhoot with plans of launching its channel within the next six months.

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