The Hindu Business Line : Posterscope India re-branded Percept Out-of-Home

Mumbai March 16 Percept Group has re-branded Posterscope India as Percept Out-of-Home. Mr Sanjay Pareek will lead the team as President, Percept Out-of-Home.

This re-branding would lead to the generation of three verticals within the company — Percept Outdoor, Percept Retail and Percept Rural.

Mr Sanjay Pareek, President, Percept Out-of-Home, said, "The move to the 3-vertical business is in keeping with the future potential of the market in these domains."

About the creation of Percept Rural, Mr Pareek added, "India's smaller cities, towns and villages are growing. There's a market out there, and it's waiting to be addressed. In terms of purchasing power, it may not have great depth, but it has enormous width, like the bottom of any pyramid. It is also a market with its own characteristics and its own dynamics. City formulae don't always work here. Therefore our rural initiative will be targeted to this market, which will require completely different mediums to communicate to the rural customers."

Mr Prashant Gunthey will head the Percept Retail vertical. The Out-of-Home business revenue projections stand at Rs 200 crore, of which, at least 25 per cent is expected from the newly launched retail business in the first year. To start with, it will focus on educating mall owners, vendors and clients about retail as a medium.

Percept Out-of-Home would leverage the combined strengths of Percept's network and expertise to provide successful solutions for its clients. The launch of Percept Out-of-Home comes on the back of a `all cash' deal to buy back all of Aegis Group plc shareholdings in Posterscope India.