Adchakra Launches ‘Brand Video Short Code’ at Adtech New Delhi
Source: Onlineturnkeysolutions.com, Trendsbuzz.com
May 3, 2011

Revolutionizes the communications industry through the development of an innovative communication platform for Brands and Consumers .To better serve both Brands and consumers alike, Adchakra, the cross channel ad network of Percept Knorigin has launched its new innovative service ’Brand Video Short Code’ through which brands can have 3G Video short codes wherein consumers can make video calls to access information, engage or connect with the dealers.  This first-of-its-kind interactive ‘Brand Video Short Code’ can be used on any 3G enabled handset for access to a particular brand by just placing a video call.  Brands can use this service to create another channel of engagement with their customers and provide them engaging video content and can have a quick call to action in case customers wants to know more or purchase the product.  Speaking on the Launch of ‘Brand Video Short Code’, Daman Soni, VP Sales & Marketing, Percept Knorigin said, “Video calling is a killer application for Advertising and can provide pull as well as push based communication between brands and consumer.

In today's business environment which demands a higher degree of mobility than ever before, Adchakra’s platform will offer users an unrivalled service of video conferencing and Brand solution that helps achieve higher levels of efficiency and productivity. We would be taking this offering to the market in the coming year and would be working on identifying multiple innovative applications of this technology.” The 3G subscriber base in India is expected to grow exponentially in coming years and apart from high speed internet access, video calling could be one of the key service offerings across industries.

Adchakra Launches ‘Brand Video Short Code’ at Adtech New Delhi
Source: Onlineturnkeysolutions.com, Trendsbuzz.com
March 13, 09
Starcom Worldwide and The Future Group have decided to end their relationship, where Starcom’s FutureWorks was handling the media duties of the retail giant. It is understood that following a few discussions, both companies decided to mutually part ways. In the meanwhile, the development has benefitted Allied Media.

Industry sources have informed that the Future Group’s media duties would be added to Allied Media’s kitty beginning April 2009. There was no pitch process involved in the development. Future Works would handle the business till March-end 2009.

It may be recalled that Starcom had won the Future Group business in January 2007. The agency had then set up Future Works to handle the business.

Future Group officials refused to comment on the development. The agency officials, too, were not available for comments.

Senior industry sources, however, informed that the development had been in the offing ever since Future Group’s Kishore Biyani agreed in principle with Percept Holdings to take a stake in Allied Media.

Published in exhange 4 media

BSNL and Percept Knorigin launches ‘51010 Dial-a-Video Service’
Source: Indiainfoline, Adgully
13th April 2011

BSNL is bringing these ‘state-of-the-art’ services in collaboration with its technology partner Percept Knorigin. SNL launched the much awaited ‘Dial-a-Video’ service in collaboration with Percept Knorigin at a gala inaugural function held in Chandigarh on Sunday, 10 April, 2011. Shri Sachin Pilot, Hon’ble Minister of State for Communication and Information Technology inaugurated three new Value Added Services “Dial-a-Video” for 3G mobile customers of BSNL at this launch function. peaking on the occasion S.S. Sirohi, Chief General Manager Telecom, Punjab Circle elaborated on the benefits of these services to the customers and their potential of generating huge revenues for BSNL. “These ‘first of its kind’ services in entertainment are targeted at youth and professional segments of the market.”

BSNL is bringing these ‘state-of-the-art’ services in collaboration with its technology partner Percept Knorigin. Sirohi expressed hope that with appropriate pricing, marketing and business development strategy BSNL may be able to generate revenues to the tune of Rs. 200-300 crores from these premium services in the next 2-3 years. In addition to this, such services not only enhance the BSNL brand image by adding the much needed zest and youthfulness to the brand but also go a long way in boosting adoption and uptake of 3G services.

Commenting on the launch of ‘51010’ Dial a Video service, Mr. Daman Soni, VP Global Sales and GTM, Percept Knorigin said, “Consumers are increasingly moving towards the concept that they can watch content on any device. Our new model of Video service offers the perfect synergy of rich and diverse content combined with a remarkable network from BSNL to deliver the best of entertainment options to our consumers without any hidden costs.”BSNL subscribers can make a video call to 51010 to watch Live TV and enjoy an exciting assortment of videos at Rs. 2/- per minute only.

What sets this service apart is its no-frills attached features. The user doesn’t have to download any application, access any portal, activate any special service and most importantly won’t be paying any data usage or download charges. All that is needed is a handset with video calling facility and a BSNL 3G connection.
After subscribers make a video call to 51010, they will be greeted by a menu which can be operated through the phone keypad. The user can then choose Live TV and watch popular channels like Aaj Tak, Star News or videos from different genres like music videos, comedy clips, sports, kids programs, devotional and health & fitness. Subscribers can also dial 5101000 and choose from the various subscription packs. Users can choose to pay Rs. 25 for 15 minutes of usage with a validity of 7 days or can go the long haul by paying Rs. 299 with unlimited usage for 30 days.

BSNL launches three Vas services
Source: Indiantelevision.com
April 12, 2011

BSNL has launched three value-added services - Video SMS, Live Share and Dial-a-Video for 2G and 3G mobile customers of the State-owned telecom major across the country.The services in entertainment as well utility domain are primarily targeted at youth and professional segment of the market. BSNL has collaborated with its technology partners Cervello for ‘Video SMS’ and ‘Live Share’, and PK Online for ‘Dial-a-Video’. Video SMS (3G) is a way for users to communicate through short videos (voice and picture) and instant communicating with the other person. Live Video Sharing (2G/3G) is an e next to mobile real time video sharing service. This enables customers of both 2G and 3G network to create and share their videos with family and friends instantly on SMS or on Social networks like Facebook, Twitter and YouTube. Dial-a-Video (3G) is for for 3G subscribers and offers music and movie videos, news, TV and cartoon.

Percept Knorigin to expand operations to Kenya
Source: Itnewsafrica.com
March 24, 2011

India IT company Percept Knorigin, the digital branch of Percept Holdings, announced this week it was looking to expand its business to Kenya and Dubai in an effort to broaden its market. According to the company, it has appointed Damandeep Soni as Vice President of Global Sales and GTM at the company in an effort to prepare for the launch of the new offices during the next financial year that begins April 1. The company offers telecom value-added services (VAS) and already owns an advertising network Adchakra, but is hopeful that entering the Middle East and Africa will enable it to continue to increase its market share.Speaking to afaqs.com, Viraj Malik, Chief Executive Officer and Managing Director of Percept Knorigin, said: “To begin with, we will set up offices in Dubai and Kenya in the next financial year. Telecom VAS and ad network services will be offered in both markets.” In Kenya, the announcement was met with praise. Analysts and experts on the telecom and digital market said that Kenya is a great country to begin implementing their expansion process because it “enables the Indian company to jumpstart a move across Africa. Kenya is that jumping point.”

Percept Knorigin plans to expand operations beyond India
Source: Afaqs.com
March 23, 2011 issue

The digital company will set up offices in Dubai and Kenya in the next financial year. It has appointed Damandeep Soni as VP, Global Sales and GTM. Percept Knorigin, the digital arm of Percept Holdings, plans to expand its operations beyond India. The agency, which offers telecom value-added services (VAS) and owns an ad network named Adchakra, is eyeing emerging markets in Asia and Africa regions. Speaking to afaqs!, Viraj Malik, chief executive officer and managing director, Percept Knorigin, says, "To begin with, we will set up offices in Dubai and Kenya in the next financial year. Telecom VAS and ad network services will be offered in both markets." In a related development, the agency has recently roped in Damandeep Soni as vice-president, global sales and go-to-market (GTM). Malik adds that one of the key responsibilities of Soni will be to establish operations in the Dubai and Kenya markets, apart from handling sales and business development in India.

Earlier, Soni was founder and chief executive officer, ConceptGears, an education company. He will be based at the Gurgaon office of Percept Knorigin and will lead the sales, business development and marketing functions for the telecom value-added services and digital marketing divisions of the company. Soni says, "Percept Knorigin is rightly placed to work closely with telecom operators and engage consumers with the latest and relevant content, applications and entertainment on mobile and broadband."He has about 10 years of experience across sales and strategy functions in the telecom and technology domains. He has worked with Infosys Technologies for more than nine years. At the time of leaving Infosys, he was head of business development, telecom, media and entertainment for the UK, Ireland and West Europe. He has also had a short stint of about six months with Nokia, where he was responsible for sales, distribution and channel management for the company in the northern states of India. Soni is an alumnus of the Indian School of Business (ISB), Hyderabad, and NIT Rourkela.

Percept Knorigin appoints Daman Soni as VP Global Sales and GTM
Source: Media News Line
February 21, 2011

Prior to joining Percept Knorigin, Mr. Daman Soni headed ConceptGears, a company providing services to the k12 education sector in India. At ConceptGears he was responsible for corporate strategy, business development, alliances, sales and operations.In his earlier roles he has also headed telecom sales for Infosys in West Europe and has managed sales & distribution and channel management for Nokia in the northern states of India. Daman is a graduate from ISB Hyderabad and NIT Rourkela, and brings to Percept Knorigin 11 years of leadership experience across the fields of technology and sales working with a number of leading telecom operators across countries.

Welcoming Mr. Soni and speaking on the appointment, Mr. Viraj Malik, Chief Executive Officer and MD, Percept Knorigin said, “I am happy to handover these responsibilities to Mr. Soni and have no doubts that Daman and the team will take Percept Knorigin ahead. His experience across International markets and knowledge of the telecom sector will be extremely valuable for us to scale up our operations going forward.”

Hello TV On BSNL Crosses 5 Lakh Subs; Percept Knorigin MD Viraj Malik On ROI
Source: Blogs.oneindia.in
February 21, 2011

Hello TV, the mobile TV service deployed by Percept Knorigin with BSNL since February 2010, has crossed 5 lakh subscribers, including both 3G and non-3G users. Percept Knorigin MD and CEO Viraj Malik told Medianama that running a Mobile TV business in India is tough for a VAS provider as content costs are high and service price points are low. “The ARPUs for mobile TV services are in the range of Rs 20 and the churn is high. We are open to working with operators who believe in an equitable revenue share and commit to promoting the service,” he reiterated. Percept Knorigin, which is the digital arm of media firm Percept Holdings, also plans to launch a targeted mobile TV app for the Indian diaspora in overseas markets, including an iPad app. In India, it is in talks with three major operators to roll out mobile TV services on 3G and GPRS in the next three months. Percept has launched mobile TV through circuit switched data or video call on BSNL on the shortcode 51010, which is priced at Rs 2 per minute or Rs 299/month for unlimited use. The service will be launched on MTNL as well. On BSNL, Hello TV services single channel packs are priced at Rs 10 per day, Rs 20 per week and Rs 30 per month. A combo pack of 30 popular channels is also available at Rs 149 a month in addition to Low Value packs of Rs 29/month for three channels and Rs 49/month for five. In addition to subscription charges, a usage charge of Rs 0.0025 per 10kb (25 paise per MB) also applies. The service is integrated with BSNL’s WAP portal BSNL Live, and does not require a separate application download: allows users to watch TV streams from their native mobile browsers. Another player in the Mobile TV space, Apalya, which is also present on BSNL through its MiMobi TV app charges Rs 10 per day or Rs 50 per month for single channel packs, and Rs 150 per month for subscription to all channels.

Percept Knorigin’s Hello TV Service marks 5 lakhs mobile subscribers
Source: Telecomtiger.com
February 21, 2011

Hello TV, a mobile TV service launched by Percept Knorigin has marked its subscriber base to 5 lakhs for both 3G and non 3G users. Hello TV service is available on BSNLlive which is the default destination for GPRS users in BSNL. For 3G users the service is also available on short code 51010 nations wide, whereby a user can just make a video call to short code 51010 and access live TV service. Viraj Malik, CEO and Managing Director, Percept Knorigin said,” Company is now in the process of rolling out Hello TV services for data card and Ipad users. Our focus is to make the service, user friendly and cost effective for end users. Effective costs for some of the packs work out even less than INR 1 per day. We feel TV is one application which can drive adoption of data in the country and the growth for all operators is heavily dependent on data.”

“BSNL has seen the data volumes grow many fold after the launch of multimedia services on the network which includes TV, movies, audio and video downloads. Our endeavour is to position BSNL as a premium and cost effective provider of services like mobile TV and movies related to the mass and create usage for our data services. BSNL current has separate data tariffs for streaming services.” said N.K Yadav, PGM VAS, BSNL. The service is slated to be launched on three more operators in coming month.

They bring TV to your mobile
Source: Timesofindia.indiatimes.com
January 27, 2011

When Dhoni hits a six this cricket World Cup, you don't have to scramble to find a TV screen, or peer through a shop window. You can catch all the live action, on the go, right on your mobile screen. That would be largely thanks to Vamshi Reddy and Shiva Bayyapunedi. Their five-year-old company, Apalya Technologies, enables you to view over 120 channels on your mobile phone. Apalya, which means `mobility' in Sanskrit, is said to control the biggest share of the Indian mobile TV market, with over 4 million subscribers; the company claims it has a 99% marketshare. And with the cricket World Cup kicking off in February and Indian telecom ringing in 3G services, the Hyderabad-based company is looking at a further leap. Things were not always this good for Apalya, as its founders will tell you. Reddy and Bayyapunedi had chucked cushy MNC jobs in the US and Finland, respectively, to head back home in 2005. But the India they left behind in 1997 was vastly different, and the two computer grads from Babasaheb Naik College of Engineering at Pusad in Maharashtra took six months to figure out what they wanted to do. "We only knew we wanted to come back home and start something on our own in India and for India," says Reddy, 39, Apalya's CEO, who had worked with Cisco in the Silicon Valley.

"We spent several months brainstorming on what to do," says Bayyapunedi, 38. Bayyapunedi is the CTO and clearly the telecom expert in the partnership, having worked with GETS in the US and with Nokia in Finland. The two eventually narrowed down to the booming telecom sector and within it, the value added services (VAS) space. "We saw the future would be driven by data and that TV was a direct way to connect to the consumer," says Reddy. They pooled their savings of $40,000 to start the venture. Friends from Silicon Valley chipped in with another $1, 00,000. "We had a tough time selling the concept to VCs. Just being street smart doesn't cut it and we had to spend a lot of time sacrificing not just the good life we had back in the US but also family life," says Reddy. Technologically, the challenge was to make video streaming work on India's slower 2G networks and handsets. Eventually they came up with their own platform, which they called Apalya. Apalya got its first customer - Idea Cellular - in 2007. Today it works with most leading telecom operators, mobile device manufacturers as well as TV content providers in the country. And VCs are flocking to Reddy and Bayyapunedi. Earlier this month, Apalya wrapped up its third round of funding - $7.5 million from Indo US Venture Partners, IDG Ventures India and Qualcomm Ventures. The company saw its first round of VC funding when Mumbai Angels pumped in half a million dollars in 2007; friends came to the rescue once again then, throwing in another $1,00,000 into the venture. The second round of funding came from Qualcomm and IDG in 2008 when the two invested $3 million.

The company, which works on a subscription-based model, is yet to break even. The hope is that this year's cricket fever - the World Cup and IPL - will help them do that. IPL 2010 was a landmark event that helped Apalya cross the 3 million subscriber mark. The company is targeting 5 million subscribers and revenues of $3-5 million in 2011. "We should break even this year with profitability coming in next year," says Reddy. There is competition emerging from companies like Zenga and Percept Knorigin. Network equipment suppliers like Ericsson also have mobile TV solutions. Apalya is preparing to take on those challenges with newer solutions. A solution for tablet PCs is close to being rolled out. Apalya has also upgraded its platform to work on 3G and 4G networks. In 2G networks, the slower speeds mean that users spend an average of 3 minutes a day viewing TV on their mobiles. With 3G, Apalya expects this to go up to 22-26 minutes, the global norm. That could significantly improve revenues. The success in India has encouraged Apalya to look at other emerging markets like Africa, West Asia and South East Asia. Those plans may be firmed up in a year. As it goes global, it will compete with global players like MobiTV, MediaFLO, NuNet, SlingPlayer Mobile and Vuclip. How Apalya manages that will be interesting to watch. It has at least one big advantage: it started off in the world's second biggest mobile market.

Percept Knorigin Online Ventures Pvt. Ltd
Source: Technofirstonline.com
January 10, 2011

Percept Knorigin (PK Online Ventures Pvt. Ltd.) started operations in September 2007 and is headquartered in Bangalore with offices in Delhi and Mumbai. Our areas of expertise include: Telecom value-added-service (VAS) products targeted towards content, application aggregation for GSM (3G and traditional 2G), Broadband access providers, and Interactive TV (IPTV and DTH), online and mobile advertising technology and media aggregation and creating online products and brands in the consumer space. TF brings you excerpts of an interview with Viraj Malik, Managing Director & CEO of Percept Knorigin Online Ventures Pvt. Ltd.

Primary motivation for starting a company

I was working in Infosys for number of years and was highly influenced by the power of entrepreneurship, the amount of difference it made to the economy and employment, and the way the world looked at India. I felt that being an entrepreneur was the best way to make a difference. One fine day the decision to return back to India was taken, and the next thing was to resign and to start up the business.

Major steps you went through to start your company

I brainstormed with a lot of friends, ex-colleagues and family members to discuss the potential business area, identify potential investors, mentors, and do primary research on a couple of business ideas.

Seed capital for your company

I invested my own savings and was lucky enough that few of my ex-colleagues and friends agreed to join us as angel investors even without knowing the business we were getting into. Later on we did a joint venture with Percept Limited and thereby created the initial pool of capital which has brought us this far.

Most valuable asset

I think our most valuable asset in the process was the team, and our collective learning.

Support from any incubator’s or professional bodies

Yes we did work with NEN Startup Jobs to do college recruitments in Bangalore. We also participated in a few start-up events organised by various bodies. We did try to raise a working capital loan from various banks under the collateral free credit scheme of the Central Government, but have not really been successful.

Biggest challenge for you so far and how did you overcome it?

The Indian economy is very highly valued and as a result lot of overseas capital has come in to India and a lot of PE investment has happened in traditional media segments such as Print Media, Radio and TV. As a result, growth in the online and mobile advertising market has been sluggish, as ‘top-of-the-mind’ recall is still with traditional media for media buyers. We overcame this hurdle by shifting our focus on the Telecom VAS market and driving revenues from non ad supported models.

Future plans

We want to be a respected company in the personalised entertainment and advertising space.

Your advice to budding entrepreneurs

US business models would rarely work in the Indian market. We need to think differently in the Indian context.

Name of your Company: Percept Knorigin Online Ventures Pvt. Ltd

Founded in: November 2007

Head Quartered in/ Incubated in: Bangalore

Industry: New Media Advertising and VAS

Business Description: We are in the business of digital advertising and entertainment. We provide digital advertising solutions to brands which leverage the power of the internet, mobile and social media. We work with telecom operators to create content and advertising revenue from services like mobile, Web TV and other rich content delivery. Percept Knorigin is our VAS business and Adchakra is our advertising business.

Why you are unique: The foundation of our business is content and we believe that we have a unique combination of monetising it through ad supported and subscriber pay model, and we have built a successful platform which does it in a transparent and efficient way for the mobile, internet and emerging web and IPTV market.

The Team:
Viraj Malik - Managing Director & CEO

Viraj started his career with Percept by starting an online advertising division in 1996 after finishing his mechanical engineering from MIT, Manipal. He moved on in 1998 and played a key role in setting up commercial internet datacenter ventures in India with Global Telesystems and Enron. His last assignment was with Infosys where he headed business development and led key client engagements for Infosys in the European and US markets for IT outsourcing business and was based in London and New York for the last 5 years. He is now based in Bangalore.

Cauvery Adiga – V.P Telecom VAS

Cauvery Adiga is responsible for VAS Operations at Percept Knorigin. Her team manages content operations, promotions and drives revenues for Mobile content and TV services. She has successfully managed to compile the best talent and has created an environment where everyone contributes to the success of the business, while also having fun at the workplace. Cauvery has about 13 years of experience in setting up and managing offshore development centres and enjoys the excitement of startups and building close knit teams of talented professionals. Her hobbies include watching movies, reading, listening to music and dancing.

Deepali Narsikar– Head VAS Sales and Content Alliances

Deepali has more than 10 years experience in new media, business development, alliances, content sourcing, aggregation and packaging, she has played key role in Zee TV group in building video portals, She has headed Bollywood portal, Lehren.com and steered it to profitability through content distribution deals with global players. She is based in Mumbai and drives PK content partnerships with broadcasters, content owners and also leads our digital assets like Cinecurry.

Bimal Dimri- V.P Projects and Products

Bimal has joined Percept Knorigin from Satyam Computers where he was playing a key role in its media outsourcing division and was handling large projects for US customers. Bimal is a civil engineering graduate from REC Jaipur from the batch of 1994, He was playing a key role in developing Konkan railways project when he got exposed to multimedia in a IT exhibition. His love for interactivity made him switch his career to web and multimedia development and has played key roles in creative content development at NIIT and the US based e-design Tree during the last 8 years.

Boby Paul– National Sales Head, Adchakra

Boby Paul has spent the last 2 years at PK building the advertising business. He is a seasoned sales professional with more than 10 years experience in new media sales with companies like Times Group as zonal manager, Marlabs, Tata Infomedia as sales and territory manager. In PK, Boby’s responsibilities include driving advertising sales, managing sales force, custom advertising solutions. At his stint at PK, Boby has managed to acquire prestigious accounts like APC, Acer, Toyota and NIIT. Boby has done his MBA from Institute of Social Science and Research and is based in Bangalore.

Shobhit Mathur- Head, Adchakra Operations

Shobhit is responsible for the operations (Internet & Digital Media) involving media planning, campaign management, vendor management and relationship management.

A computer engineer by graduation and an alumnus of IIM Bangalore, he has 10 years experience in the IT industry (Software Services, Product Development, Overseas OEM Relationship Management etc) in national MNCs (Wipro Technologies) as well as US-based MNCs. The switch from IT industry to New Media happened during 2006-07. He has since had exposure in online and mainline media across all verticals. He has received several commendations and citations from overseas clients ( Sequent, USA; IBM, USA etc) and partners for timely delivery of projects for both overseas as well as offshore projects.

No. of employees: 40

Strengths: We are a profitable company.

Agility: We started our business with a service and dot com focus but we soon realised that the interactive services business in India is not scalable thereby we limited ourselves to media and campaign services through Adchakra and started focusing on telecom VAS. Today we have built a profitable business model in both Advertising and Telecom VAS, and are now scaling it up.

Learnability: Most of us have not come from the new media background. We have been very quick to learn the business and identify solutions to technology problems, and most importantly learn from our own mistakes.

Time to Market: Our team has a track record of rapid development and product roll outs, both for us as well as for our clients.

National Institute of Information Technology Generates 1000’s of Leads With InMobi
Source: Inmobi.com
December 15, 2010

NIIT is a leading Global Talent Development Corporation, dedicated to IT education. They offer learning solutions to Individuals, Enterprises and Institutions across 40 countries. With the assistance of Percept Knorigin, NIIT saw an opportunity to leverage mobile advertising to drive awareness and generate leads for their schools.

The Solution

A campaign was developed to promote their 8th annual scholarship program. Display ads were run across a number of mobile devices. The ads linked to a landing page, which contained a simple lead gen form. InMobi’s AdROIt (Advertising ROI Technology) was deployed to track results post-click and continuously optimize the campaign to maintain ROI.

The Results

The campaign peaked with a CTR of 1.22% and saw a Click to Lead ratio of 1.45%. Vimal Pandey, Head of Product & Marketing for International Business from NIIT said, “The campaign generated thousand of leads and proved to be a very cost effective marketing channel for us.” Boby Paul, Head of National Sales from Percept Knorigin adds “Set up and campaign management with InMobi is easy, and their customer service is consistently great.”

Percept Knorigin bags Deloitte Fast 50 India 2010 Award
Source: Medianewsline.com
November 16, 2010

Percept Knorigin (PK Online Ventures Pvt Ltd), India’s fastest growing new media company, won “The Sixth Edition Deloitte Technology Fast 50 India 2010” Award conducted by Deloitte Touche Tohmatsu India Private Limited. The award ceremony took place on November 12, 2010 at Taj West End, Bangalore.

Percept Knorigin ranked 12th with a phenomenal 310% revenue growth was recognized as a leading technology company in the Deloitte Technology Fast 50 India 2010 program.

Commenting on the win, an elated Viraj Malik, Managing Director and Chief Executive Officer, Percept Knorigin (PK Online Venture Pvt. Ltd.) said, “This win is a testimony to the hard work which the team has put in over the last three years to bring us on a strong revenue growth trajectory which is IP driven, profitable and sustainable. Our team has been quick in churning out new products, changing gears as and when required based on market feedback.”

The Sixth Edition Deloitte Technology Fast 50 India program annually recognizes the 50 fastest-growing technology companies in India, based on percentage revenue growth over the last three financial years.

Percept Knorigin surpassed all criteria of the Deloitte Technology Fast 50 India 2010 award to walk away with the prestigious award this year and attain recognition as a leading technology company in the new media space.

Techistan’s Yahya Sabir Interviews Percept Knorigin’s Viraj Malik at 3G Summit 2010 New Delhi
Source: Techistan.com
September 8, 2010

Mr. Yahya Sabir, Techistan reporter in New Delhi, interviews Mr. Viraj Malik, CEO, Percept Knorigin during 3G Summit 2010. The company Percept Knorigin provides mobile advertisements and contents for Telecom operators.

Panasonic ropes in Percept for its 'Sound of India' campaign
Source: Radioandmusic.com
July 28, 2010

After announcing a talent hunt 'Sound Of India' in July, Panasonic, electric goods manufacturer, has now roped in Percept Limited to execute creative & web functions for the campaign.

IBD India, Percept out-of-home (POOH) and Percept Knorigin which are divisions of Percept Limited kick started the campaign in July 2010.  IBD India has handled the creative duties in terms of print, online and retail design; Percept Out-Of-Home has done the OOH & on ground activation while Percept Knorigin has created the website.

For the OOH campaign as part of an eye-catching innovation, LCD Cut outs which protrude out of the hoardings have been used on prominent locations in Delhi to create an impact of an actual television. Panasonic has used more than 1,000 sites for outdoor advertisements.

Commenting on the campaign, IBD MD Rahul Gupta said, “Panasonic wanted to reach out to dominant middle class in Tier II & Tier III cities with LCD TVs having superior sound output. IBD partnered with Panasonic to heighten the ‘Sound’ advantage. We positioned the TV as the perfect choice for the Indians who are passionate about sounds. The Sound for India campaign celebrates the sounds that represent India. A common platform of contests has seamlessly collaborated online, traditional & on road efforts to communicate the message across town classes. The Sound for India contest is a unique engagement activity and is running across 70 cities in India. With the kind of response we are receiving, I am sure the judges will have a tough time!”

The 'Sound for India' caravan and exhibition will invite local talent for on the spot sound creation and recording using a synthesizer. The 70 city tour will culminate its hunt on 11 September and the most interesting sounds, as judged by the jury will be rewarded. Panasonic has taken up a brand awareness campaign targeting tier II and tier III cities in order to push sales of the newly launched LCD TV. The contest campaign, kick started by singer Shibani Kashyap, intends to create a bank of distinctive sounds each of the regions it travels to.

Percept Out of Home Executes Outdoor Activities for Women-Oriented Brands
Source: Medianewsline.com
January 21, 2011

The iconic jeans brand, Levis Jeans, awarded Percept Out of Home the creative mandate to execute an outdoor campaign for their newly launched Levis CURVE ID with the brand mantra “We believe it’s about Shape not Size”. Percept OOH will be executing branding and visibility activities to promote the Revolutionary fit system of Levis CURVE ID designed specially for woman. The campaign kick-started on December 10, 2010 and will roll out till January 15, 2011, pan India covering metros and mini metros.  Percept–OOH identified a sniper approach to reach the target audience by engaging them with the brand. The best and busiest of malls, multiplexes viz. PVR, INOX and FUN Cinemas and Cafe Coffee days at select cities were identified and branded with innovative, interactive and eye-catching creatives of the product. To ascertain greater brand visibility, Percept OOH placed gigantic layered displays at strategic locations, thus creating larger than life, multi dimensional effects. Mobile media was also used to create mass awareness effectively.

Holii, the women’s accessory brand of colourful handbags, clutches & wallets owned jointly by Hidesign and Future group, appointed Percept Out of Home to execute branding and outdoor activities in Bangalore. The objective was to create the desired registration and recall ratio for Holii’s line of bags and accessories in the minds of contemporary women by communicating effectively its brand presence.  Percept Out-Of-Home put up large format billboards in prime locations with innovative and eye-catching displays, and branded all Holii stores and shopping destinations to create the desired impact. The activity commenced on 15th December, 2010 and continued for 15 days till 31st December, 2010. The seamless execution by Percept -OOH translated into increased awareness and large footfalls for Holii.

Virtual search for real stars
Source: Webnewswire.com
Feb 20, 2010

How do portals that link the film industry to aspirants sustain? Looking at the business model and how transformations are affecting talent search. 

The film industry is a destination where there market spans crores. It is a virtual wonderland for the talented people who gain entry and eventually a status in the industry. But today's movie industry is so filled with family banners and star kids' launches that it is hard for those without any filmi connections to gain an entry. In order to link the filmmakers who hunt for new faces and the film-aspirants, movie portals have come up with a talent link that post the pictures and profiles of aspiring wannabes.

How does it work at the portal's end? Says Grish Ramdass, President, Galatta.com, "Currently, most portals rely only on advertising revenues to sustain themselves. Ideally there are two other revenue streams for such a service as it would be in the brick and mortar world i.e. subscription models from the people whose talent requires to be recognized - something like a listing fee and talent management fees if any movie producer picks up such talent." Similarly Perceptknorigin's (cinecurry.com) talent offer list too will include a guaranteed audition to people who subscribe to the portal's Platinum Membership along with a personal webpage for them. Another added benefit is possible for those portals that are backed by production houses.

"Perceptknorigin's sister company Percept Picture Company makes movies. We wanted to draw from that association but will not restrict ourselves only to Percept Banners," says Cauvery Adiga, Content Head, PK Online Ventures Pvt Ltd.

But the users' assured success depends upon the site they choose to get linked to. If they choose any bogus site they are bound to lose time and money; their reputation too gets tarnished when people search for online profiles. How far are filmmakers ready to look for talent online? "This is not very popular today in the regional industry as most of them are not net-savvy. But in the next few years, as younger producers join the bandwagon, this service will become invaluable. At present, the likes of G. Dhananjayan or Moser Baer, SP Charan from Capital Film Works, Radikaa of Radaan are very proactive when it comes to new ideas and they have contacted us to find stars for their upcoming films," comments Girish.

What innovation in digital has excited you recently?
Source: Campaign India
Jul 8, 2009

Campaign India asks some experts about ‘WORK” in the digital space that has cut the clutter and technology that gets their pulse racing!


Viraj Malik, MD & CEO, Percept Knorigin


The immense opportunities and benefits that IPTV can provide to consumers as well as advertisers is truly mind boggling. Consumers clearly desire choice, control and the ability to personalize their viewing experience—all of which are the key benefits of an IPTV service. I am truly impressed with its video-on-demand library that is interactive and has an inbuilt TVR feature. Once this technology, at the moment limited by availability, finds critical mass, only sky is the limit for advertisers and content generators.

Mobile VAS firms now eye the ear
Source: Asian Age
Jun 24, 2009

The mobile phone user of today does much more than just communicating through calls and sms. He uses his phone for entertainment to play antakshari in the language of his choice, listens to Bollywood music-on-demand, watches movie clips, hires a cook or the driver, and even takes an entrance test.

While demand for mobile video services emanates from a niche consumer segment, audio services enjoys mass appeal; it contributes to a major chunk of revenues in the mobile value added service (VAS) space.

This is evident with the burgeoning demand for caller tunes and ring back tones.

"Besides non-interactive voice response services such as ring back tones and caller tunes, interactive voice response services, including the popular astro-prospects, cricket commentary, and dating/health tips are fast gaining ground and currently contribute to around five-eight per cent of a telecom operator's VAS revenues," CEO of Percept Knorigin Solutions Viraj Malik says.

An interesting audio service launched recently is the 'Speak to your favourite celebrity' where users can dial in to listen to pre-recorded responses of celebrities on a multitude of topics, for Rs 3 a minute.

UTV New Media, the digital arm of UTV Software, also announced the launch of 'Audio Cinema,' which offers movie enthusiasts a one-hour audio version of their favourite movies with dialogues, narration and the gist of the story. You pay Re 1 per minute.

"We have opened the audio box office with smash hits such as Fashion and Sholay (Hindi), Prema Loka (Kannada), Thalapathi (Tamil) and Gang Leader (Telugu). We will release new titles every Friday and we expect to total 200 movies by the year end in many more languages," CEO of UTV New Media T N Prabhu says.

This service is available through Idea, Vodafone, Airtel Mobile and Reliance on monthly package rates as well as per-minute rates. "Packed with smart features that let you skip, forward, repeat scenes, or reconnect later and start from where you left off, Audio Cinema is the fun new way of enjoying a film," CEO - Karnataka of Vodafone Essar South Limited K Sankara Narayanan says.

Mobile VAS providers are seeking to capitalise on the traditional popularity of radio in tier II and III towns of India with new audio offerings for the large base of mobile phone users in semi-urban and rural India.

"We ran a sample survey over three weeks in April-May through telecom operators in order to estimate the demand for mobile audio services. Of the 40,000 responses we received, we found that the majority was from tier II and III towns. Audio Cinema was launched to cater to this huge segment," Prabhu says.

Last FM, which is one of the largest Internet Radio Services company in the US, offers its consumers free audio content such as music downloads, which they monetise through advertising revenues, VP of Marketing and Product Management, July Systems Julian Philips says.

"It won't be long before mobile VAS providers and telecom operators in India adopt this model of monetising their services," he predicts.
New Launches: Ibibo iScream; ChalBabaChal Ad Chakra; Vishal Retail E-mall; Cricinfo Redesign
Source: medianama.com
Jun 2, 2009 iScream from Ibibo

A novel attempt at monetization from MIH and Ten Cent owned ibibo.com: the community which, since the beginning of 2008, has focused on building up user participation via contests, has now launched iScream.

iScream allows registered users to splash their message across ibibo, via a premium SMS sent to 5676746, with MA as a prefix. The SMS is charged at Rs. 3 (a part of which is kept by the telecom operator and service enabler), and there’s an additional charge is users go above the limit. Take a look at some of the iScreams sent out so far, here.

Now there is the opportunity for misuse here, so ibibo does allow users to flag iScreams as offensive, and not display any offensive SMS’. A majority of the iScreams appear to be from users asking for votes in some contest or the other (another example) - many of them appear to have pushed multiple messages. There are, however, some instances that may be tricky.

What works for ibibo is the low barrier to entry (in terms of cost/advertisement), and the propensity of users to spend on promoting themselves.

ChalBabaChal By Percept Knorigin - This new kid on the online travel block is a venture by media firm Percept Limited‘s digital arm. It offers flight, hotels and train search - in a very similar format that others in the arena have. ChalBabaChal is not an online travel agency per se - it belongs to the list of properties that call themselves online travel ’search’ sites. These include Ixigo,  Sprice, Kayak and Zoomtra. They crawl websites of online travel agents, airline carriers and hotels such as Travelocity, Expedia and TravelGuru to source deals and packages. It shows you results when you search for a flight but will redirect you to the airline’s website if you choose to book the ticket. Not very smooth. It has access to 900,000 hotel deals across 20,000 destinations in 118 countries. So it is more of a distributor than a competitor to Makemytrip and Yatra, whose ads you will find on ChalBabaChal - but that is the purpose behind its launch. The press release quotes Viraj Malik, Managing Director, Percept Knorigin, as saying, “Although the revenue will not be significant from our own online properties for the next two years, but the sites created by us will help the company to feed the ad inventory we will get for AdChakra.” Ad Chakra is Percept’s advertising network and flagship product.

Percept is also planning to launch an auto search engine soon, as well as an education related site and will also enter the mobile VAS arena.

Vishal Tests The Online Waters - Retail chain company Vishal Retail has launched an online shopping portal called VishalMegamart.com. The site does not seem to be completely up yet - all categories excluding mobiles and laptops - such as apparel and accessories, home appliances, camcorders and cameras, flowers and gifts and jewellery returned zero results. It does seem that Vishal Retail is adopting a wary online stance and testing its e-commerce model with electronics. Tata too is readying an online shopping store for all its products and Videocon has also taken to the Web with eDigiworld. More on e-malls on Business Standard.

Cricinfo Get A New Look: ESPN really does want you to know that they own Cricinfo: the redesign of what is probably the most popular Cricket website in the world, now sports an “ESPN Cricinfo” logo. It is more ‘contemporary’ a design than earlier, but to be honest, as a regular, I was used to a particular navigation format and design, and finding content on the new Cricinfo isn’t as easy. They’ve put up a walkthrough for the site, here, in order to explain the new format, which is much cleaner, but has less of a news site feel to it, and more like a blog. The extensive usage of tabs for navigation is evident.x

The commentary page, which is key for repeat usage since users keep track of ball by ball commentary and the scorecard appears to now show commentary in a chronological format, instead of a reverse chronological format - which means users will have to scroll to the bottom of the page for updates.

Thankfully, the content remains the same. This is the first redesign for Cricinfo in quite some time; competitor CricketNext.com has undergone some 53279 three to four redesigns in the last year and a half. It remains to be seen if ESPN will go in for another change.
Percept Knorigin releases ChalBabaChal.com, a travel search engine
Source: afaqs.com, medianewsline.com
Jun 1, 2009

After launching a Bollywood-related portal, Cinecurry.com, in January 2009, Percept Knorigin, the digital arm of Percept Limited, has now come up with an online travel search engine, ChalBabaChal.com.

ChalBabaChal.com will enable people to get flight details, search for hotel deals and find out the availability of train tickets. Online travel search is 3-4 per cent of the $2 billion online travel market in India.

How will ChalBabaChal.com function? After entering essential details in the domestic flight search, the search engine immediately crawls the websites of major airlines, such as Kingfisher and Jet Airways, and presents the required details.

Similarly, for the hotel search, ChalBabaChal.com crawls the websites of various online travel agencies (OTAs), such as Travelocity.co.in, Expedia.com and TravelGuru.com to retrieve details about hotels.

Percept Knorigin claims that ChalBabaChal.com is capable of searching details of about nine lakh hotels, across 20,000 destinations in 118 countries.

Although the search engine shows important details of flights, hotels and trains, but consumers cannot use the portal for online bookings. For this, they are redirected to the airline or hotel site.

On the revenue model, Viraj Malik, Managing Director, Percept Knorigin, tells afaqs!, “In the flight search, we will earn revenue as a commission from the airline companies. In the case of hotel search, Percept Knorigin will share revenue with OTAs. Apart from revenue-sharing arrangements, ChalBabaChal.com will also be monetised by hosting ads.”

The flight search will have two revenue models. The traffic routed to the airline companies’ websites will either be monetised on the basis of volume of consumers redirected or the number of consumer acquired by the airline company.

In case of hotel search, wherein the traffic is routed from ChalBabaChal.com to an OTA to the hotel site, the revenue earned by the OTA from the hospitality for hotel room booking, will be shared with the travel search engine.

Other travel search engine players, which also function on similar models, include Ixigo.com, Sprice.com, Kayak.in and Zoomtra.com.

In 2008, Percept Knorigin earned 50 per cent of its revenue from the digital advertising services business and the rest from its ad network named AdChakra, claims Malik.

He says, “We are eyeing to earn additional revenue by creating our own online properties. Although the revenue will not be significant from our own online properties for the next two years, but the sites created by us will help the company to feed the ad inventory we will get for AdChakra.”

The company is planning to launch an auto search engine soon and an education related site as well. It will soon announce its entry into the mobile value-added services space.
Indian ad network market not mature enough to support verticals
Source: exchange4media.com
Apr 7, 2009

After the emergence of various horizontal or general ad networks in India, it is time for vertical ad networks to claim their share of the ad pie too. One of the reasons why vertical ad networks today are gaining popularity is because they are essentially focussed on their content and not scattered, therefore, they directly communicate to their audience.

For instance, Inviziads, an in-game ad network by Games2win, focuses directly on the gameplay, while Capital 18-funded vertical ad network, NetworkPlay.in, in February 2009 launched its shopping category with six websites for its other verticals – travel, women, technology, news, social conversational media, business, and health.

Ironically, Internet penetration itself is very low in India. According to the Pitch-Madison Media Outlook 2009 report, the year 2008 saw new media expand to reach Rs 363 crore, claiming around 1.7 percent of the total ad pie.

Industry players believe that although the ad networks in India are growing, they are far from mature and did not really support the vertical ad network business model. The good news, however, is that thanks to the current economic scenario, brands are looking for accountability, and vertical ad networks are said to be 100 percent transparent.

So, are vertical ad networks the need of the hour? Does the online advertising market support vertical ad networks? exchange4media speaks to industry honchos to find out more.

How they see it

According to Viraj Malik, CEO & Managing Director, Percept Knorigin Solutions Pvt Ltd, “Internet as a media is more accountable and performance-oriented compared to any other media, whether it's vertical ad networks or horizontal performance, and where accountability is required. I think the need of the hour in India is more vertical quality content. We use vertical targeting within our publisher base to better yields for both advertisers and publishers. I believe the market has not evolved for a pure play one vertical specific ad network. We have more than 30 demographic verticals in our ad network and we cannot survive if we just focus on one specific vertical.”

Rammohan Sundaram, Founder, CEO and Managing Director, NetworkPlay.in, observed, “Need of the hour is not vertical ad networks, but to understand the advertiser’s business needs and then provide him with a solution, and vertical ad networks can do that better than anyone else in that space. Therefore, if this means that vertical ad network is the need of the hour, then so be it.”

He further said, “Online advertising space is bound to grow with or without vertical ad networks, because the online medium has now started being a core area of focus in many organisations, and so I have no doubt that it is going to grow by leaps and bounds in the next 2-3 years. Vertical ad networks are just going to be one contributor to the entire scheme of things.”

Alok Kejriwal, Founder and CEO, Games2win, noted, “Vertical ad networks thrive only when there is a large depth of sites or publishers that can support a vertical. For instance, there are very few shopping verticals or travel and gaming verticals. So, in a country with 30-40 million unique users across 10 or 12 genres of sites, it is very difficult to create a vertical ad network site. In fact, the industry cannot flourish unless there is a depth within the vertical.”

“It allows the brands to get to their target audience very fast, therefore, it is more laser-focused. Vertical ad networks are an important aspect of maturing of the Internet ad industry, but it has to be brought in supplementary horizontal and it cannot be a medium in itself right now,” he added.

Does the market support verticals?

Percept Knorigin’s Malik noted, “My personal view is ‘no’, it would take a few years before pure play vertical ad networks can be successful, we need to wait for a more evolved ecosystem of advertisers and development of niche vertical content. I can see few experiments happening in gaming, travel and other verticals. I guess they have to wait before they start seeing flurry of advertisers.”

NetworkPlay.in’s Sundaram pointed out, “Markets are created and a smart marketer knows where his market lies and how to create it, we believe that we have created a space for ourselves well enough to get on to a growth path we have chartered for ourselves. It only shows that there exists a market. Now, is the market mature? However the ad network market has not matured yet, to support verticals, nevertheless, it will take another 2-3 years for it to get to some scale in terms of demand coming closer to that of supply.”

Games2win’s Kejriwal observed, “No, the market is not matured to support even a basic ad network. Other than Google, there are very few ad networks that have come to life. In a nation like India, we cannot have merely two or three ad networks, but instead, we need to have at least 30-40 ad networks. It’s all about penetration and usage for it to mature, we need at least 100 million users for ad networks to flourish in India.”

Trends in 2009-10

Malik added, “I think a lot of consolidation has happened in this space in the last two years in the international market. In India, it is yet to happen. I probably would see some consolidation in 2010. I would also love to see a formidable technology that can challenge the contextual key word based targeting, which Google offers. Maybe 2010 could be a good year where some innovation happens in this space.”

Kejriwal noted, “I see far more information gathering on consumer behaviour now as digital is more accountable. During the time of slowdown, the more deliverable we can get to the advertisers, the bigger and better it is. So, what I believe will happen is they are going to spend a lot of money in tracking user behaviour and then plough them back into getting more relevant ads.”

Sunderam of Networkplay said, “I am sure we will see a lot of innovation and traditional brands coming online and that would propel the growth of the industry on the whole. The scope is large simply because it differentiates what technology hasn’t mastered to do yet. Segmentation of audience is critical to understand SEC profiling, purchase power and so defining target audience clearly.”

The ad network market in India is less than 10 percent, which can only grow with greater penetration of the Internet. Currently, the other set of challenges before ad network companies are the rise in publishers launching their own ad networks. Nevertheless, ad network companies believe that no publisher would serve any purpose to the advertiser by restricting the buyer to one or two sites.

On the other hand, while vertical ad networks do have scope, they are very few in number, hence, it first needs to deepen itself and allow the online advertising market to mature, which would take another couple of years before it can support the verticals. But once that happens, vertical ad networks will grow in leaps and bounds.

Microsoft launches its online ad-network in India
Source: Afaqs
Feb 27, 2009

Microsoft Advertising, which offers online marketing solutions, has soft-launched its international online ad-network, called DrivePM (Performance Marketing), in India. The company claims that it has already tied up with 25 Indian websites or publishers, excluding any of the MSN web properties, and is currently managing 28 online advertising campaigns.

DrivePM enables advertisers to carry out online campaigns based on pay-for-performance basis. This implies that advertisers can sell their advertising inventory on cost per click (CPC) or cost per lead (CPL) basis and pay only when users click or submit specific information through their online advertising campaigns.

Speaking to afaqs!, Richard Dunmall, general manager, Greater Asia Pacific, Microsoft Advertising, reveals that the company sees an opportunity in the Indian online market, which has not matured yet as compared to other regions in the Asia Pacific. “In countries such as Japan, Korea and Australia, advertisers are spending between 9-20 per cent of their total advertising spend on digital marketing while in India, the average spend by advertisers on the digital media is still low and restricted to 2.5-3.5 per cent.”

According to an industry estimate, about 7-8 per cent of the total amount of display advertising market, which is worth Rs 400 crore, is supported through various online ad-networks in India.

Other online ad-networks which surfaced include .FoxNetworks, launched by Fox Interactive, the digital arm of News Corp and NetworkPlay.in by the interactive agency Webchutney. Both networks were launched in the third quarter of 2008-09. Reliance Big Entertainment is also working on an online advertising exchange named Kyphy.

Some of the old players in the ad-network space are Komli Media; Tyroo, which belongs to the Quasar Media Group and Yahoo!; Ad Magnet, owned by Interactive Avenues; Ozone Media and Ad Chakra, run by Percept Knorigin, the digital arm of Percept Holdings.

Microsoft Advertising is also evaluating the options to launch its search marketing facility called Ad Center in India.
India spends only one percent on online advertising
Source: siliconindia.com
Jan 12, 2009

A country, whose internet subscriber base has reached at about 50 million including 5.25 million users having broadband access, and 350 million people have a mobile phone in hand, a good number of them equipped with latest technologies, still showing less interest in spending money to reach people online. Only one to one-and-half percent of the total advertising spend is presently going to online advertising segment in India, while U.S. and U.K are spending eight to nine percent and six to eight percent respectively.

"With the next generation communication applications like WiMaX and Web 3.0 are all set to make their impact in Indian market, the country is showing great potential in online advertising scenario," said Viraj Malik, CEO, Percept Knorigin, an online internet advertising agency. "Advertising practice in India is inefficient today, almost 98 percent spend does not have accountability," Malik opined. According to him, the money spend in the online marketing segment in India is expected to increase by three to four percent in three years.

Malik urges the online advertising agencies to come up with innovative applications to exploit the high potential in the segment, highlighting the Google's introduction of text advertisement. "Entrepreneurs who are about to put feet in this segment should have innovative thoughts to deal with the users in the country, who spend about six hours with internet in a week," he added.
Mobile marketing to come of age in 2009
Source: Business Standard
Jan 8, 2009

Digital media advertising (internet, mobile and digital signage) is expected to emerge as the medium of choice for advertisers. Of the available media, it was the fastest growing segment in 2008. Its better return on investment and the comparative ease with which its efficacy can be measured will ensure that the trend continues, say analysts.

Viraj Malik, MD, Percept Knorigin (digital advertising arm of Percept), says that earlier, internet advertising was used by BFSI (Banking, Financial Services and Insurance companies) and .com companies only. In the last 6 months, other consumer-oriented brands have also started using the medium.

“In 2009, video ads will the most popular form of online advertising as more and more brands are willing to put video ads on internet,” Malik envisages. Knorigin grew 82-100 per cent in 2008 and Malik expects it to grow at the same pace in 2009.

Rising interest in social networking in 2008 has made brands think seriously about online advertising. According to a Ficci-PwC report, it is expected to touch Rs 1,100 crore in 2011 from the current Rs 300 crore.

Malik adds that while volumes in internet advertising will grow as compared to mobile advertising, the mobile medium will see some interesting options. The 3G roll out will drive the use of content-rich applications. This will open up more options for mobile advertising.

Analysts believe that mobile marketing will be a much bigger opportunity in the next 2 years than the internet has been in the past 10 years. This will come from a mix of three primary streams — SMS advertising, mobile internet advertising and mobile invertising (permission-based advertising).

Rohit Kaul, vice-president, Netcore Solutions Pvt Ltd, says: “In 2009, operators will focus on value-added services and data services to distinguish from and compete with new operators. This will open platform for mobile advertisers. Mobile number portability rollout, 3G services, and the green signal for MVNOs will leverage mobile advertising on the same account.”

Kaul believes that 2009 general elections will be an inflection point for the usage of mobiles in many different ways. “Just as the 2008 US elections were a defining moment in the use of internet and mobile, I believe that the 2009 general elections in India will drive innovation in how the mobile is used for building communities, citizen journalism, advertising and more,” Kaul adds.

Vishwanath Alluri, chairman, CEO and founder of IMImobile, is not equally optimistic of the growth, though: “As the traditional media advertising spends are being pruned, digital media advertising also may not grow very fast. Currently, we are using very primitive mode of mobile advertising - SMS. But with increase in consumption of data services on the roll out of 3G in India, advertisers will start seeing value in the medium. It will not only give traction to advertising, but will also facilitate the flow of ads on the device.”
Percept launches Cinecurry.com
Source: moneycontrol.com, Televisionpoint.com
Jan 7, 2009

Percept Limited , an entertainment, media and communications company has launched www.cinecurry.com, the cinema destination of choice for global Indians. The site provides entertainment and event related news from Bollywood, Hollywood and other Regional Indian cinema. Cinecurry.com is targeting to attain over 1 million registered users in first year of operations.

Cinecurry.com also offers comprehensive movie reviews for current and forthcoming movies. The site aims to develop the largest database of cinema talent including actors and celebrities. Cinecurry.com has been developed with web2.0 features which provide a social networking platform for movie buffs, with audio-video and mobile blogging features. In the near future there are plans to create gaming and mobile channels for the site.

Said Mr. Viraj Malik, MD, Percept Knorigin, “Entertainment has emerged as the biggest category of content consumed on the internet. Cinecurry caters to the popular genres of cinema watched in India and provides a unique community setting with the right content. Unlike most UGC platforms, Cinecurry provides an excellent platform to content owners to use the platform for monetizing the content in a transparent way. This is one of the many properties we are planning to launch in 2009”
Surf & Fish Internet Solutions appoints Percept Knorigin as its online agency
Source: Campaign India
Sep 9, 2008

Surf & Fish Internet Solutions has appointed Percept Knorigin, a Percept Ltd company, as its online agency to promote www.nobrokerage.in. The website focuses on the real estate domain and directly connects property owners, buyers and tenants, thereby eliminating payment of brokerage. The USP of this service model is that it eliminates brokerage payment of 2 per cent of transaction value or one month rentals. With a simple user interface, the site helps users post and subscribe for a nominal fee of Rs 10 per day. Surf & Fish is co-headquartered in Philadelphia and Bangalore.

Viraj Malik, MD, Percept Knorigin, said, “Percept Knorigin will be working on the online communication of www.nobrokerage.in and work towards increasing its brand awareness and enhance the conversion ratio. We are excited with the prospects as the website offers significant value-addition to users, especially in the real-estate industry where the market is quite fragmented and unorganised.”

The campaign will use the theme of ‘Direct-Connect’ and use online search, display and e-virals as the key channels as its promotion strategy. The target group for the campaigns comprises Internet savvy users, NRIs and people living in Indian metros and upcoming Tier II cities.

The website is a pure-play customer portal and does not encourage brokers to post and subscribe. Also, the terms and conditions preclude payment of any brokerage. Sudarshan, User Experience Officer (UEO) at Surf & Fish Internet Solutions, said, “As per consumer research estimates, a significant percentage of users don’t really like to pay such hefty brokerages. The website precisely addresses that need and helps them save a lot of money.”

Interestingly, the developer/ builder community has shown significant interest on the portal as it gets direct customer traffic and reduces their brokerage cost as well. Besides having advertisements from Tata Housing, Gera Developers, Rustomji, Maytas, and Preeti Developers, among others, the company is planning to expand its reach to the Tier I developer segment such as DLF, Nitesh Estates, etc.

Percept Knorigin is a business solutions company with a focus on delivering value by leveraging new media (web, mobile, gaming) technologies. It is a full service consulting company serving clients from India and abroad.
G.K. Vale signs up Percept Knorigin as its online agency
Source: agencyfaqs.com, webindia123.com
Feb 5, 2008

Bangalore based G.K. Vale, the premier photo printing and photography equipment retailer has appointed Percept Knorigin, the digital arm of Percept Holdings, as its online agency. The site www.gkvale.com offers a simple inter-face on the web, to click upload print, apart from customized photo gifting and photography related goods. With an unmatched track record for quality services, the partnership with Percept Knorigin will help position G.K. Vale online, as a one-stop-shop for all printing & gifting, across India, with a delivery time of 48 Hours. This would be the first online photo printing & photo gifting site to come from a photography expert with over 100 years of repute. This would also be the first move by a brick and mortar player to venture online and offer services in a space, internationally occupied by online players.

Said Mr. Viraj Malik, MD, Percept Knorigin, “Percept Knorigin will be working on a communication strategy for G.K. Vale which would involve not only working on promotional campaign but also on CRM and Usability aspects of this application. We are excited with the prospects of online photo printing industry in India and this market is all set to boom in the coming months. We strongly believe that offline photographic leaders like G.K. Vale will be able to deliver much better quality and service to customers with the support of online services.

Said Mr. Anand Sukumar, CEO, G.K. Vale, Online photo printing market in India is booming and we believe that we have very tangible differentiators from pure online players. We are leveraging our experience and presence on ground to provide quality services to our clients. A lot of regular customers are already using online interface to order prints, with G.K. Vale online store fronts and we are now looking at expanding across India.
Vijay Mallya’s Force India F1 team to get on track with 360-degree marketing
Source: exchange4media.com
Jan 11, 2008

Force India, the Formula 1 team from Dr Vijay Mallya, is embarking on its long journey to race into the big league of F1 teams. With an increased investment for the upcoming year of $120 million, the team has surely set its plans high.

The goodwill message from Shah Rukh Khan to promote this initiative and a 360-degree multimedia campaign expected to break soon to boot the team, will commence its foray into the rough and tough glamorous world of F1 racing in the months to come. Speaking at the launch, Dr Mallya was not quite optimistic about his team’s chances at winning metals in the current year, but was confident of seeing many more podium finishes by the time India has a F1 track in 2010. Refusing to divulge any marketing budgets, Dr Mallya insisted that the marketing budgets for the team would be objective specific. “As with my other brands, we will not spend a lot of money for marketing like classic MNCs, but spend it effectively that will deliver results,” he added. Pointing out that Kingfisher will be a sponsor just like any other brand, he noted that the name ‘Force India’ was specifically chosen, as it would allow other brands to come on-board without any conflicts.

Vikram Malhotra, Marketing Head, Force India F1 team, clarified that Shah Rukh Khan brought forward the message about the team as a “goodwill measure and his passion for the sport, and not as a brand ambassador for the team”. Force India has roped in Percept D’Mark to handle the on-air campaign currently, while Manav Menon has shot the film with Khan. An online marketing effort has been the setting up of ‘Clubforce’, a community portal for the sport on the team website Forceindiaf1.com. The website has been designed and maintained by Percept Knorigin, the digital division from Percept Holdings. The company has not yet decided on a full time creative and media agency for its marketing activities. No agency names were forthcoming from Malhotra, although he said, “We will not be calling for a pitch process as we have in mind the communication package required for the campaign. We will partner with an agency who has the vision and the passion for this sport.” Speaking about the 360-degree marketing efforts planned by the company, Malhotra stressed that the objective of the company was to make it the most sought after team to be partnered with in India.

“Given the huge costs involved in running a F1 team, the budget will be enough to reflect our objective. We will be quite aggressive on print and online, with stress on on-ground activations too. One of these will be the Go Karting championship announced by Dr Mallya.” Commenting on the sponsors already on-board along with Kingfisher, Malhotra noted that there had been a tremendous amount of interest generated in the industry, with many Indian and global brands with an Indian outlook expressing their willingness to partner. Giancarlo Fisichella and Adrian Sutil will be the drivers for this season, with Vitantonio Liuzzi as the test and reserve driver. With such monies coming in and interest levels for the sport rising in the country, we can hope that F1 might become next only to cricket in the country.
M&A Roundup: Percept Knorigin
Source: vccircle.com, newspaperwala.com, contentsutra.com
Jan 8, 2008

Percept Knorigin, the digital media arm of Percept Holdings, has acquired a Mumbai-based search engine marketing firm Searchize. The terms of the deal are not disclosed. The company, started in 2004 by Ryan Govindan, deals in search related marketing and analytics services including organic search optimization and contextual paid advertising on search platforms like Google, Yahoo and MSN.

Percept acquires search engine marketing firm
Source: Livemint.com
Jan 7, 2008

Percept Knorigin, the digital media arm of marketing communications firm Percept Holdings, has acquired Searchsize, a Mumbai-based search engine marketing company, for an undisclosed amount. According to Percept Knorigin managing director Viraj Malik, the takeover of Searchsize will enable them provide a larger landscape to their existing customers.

'We were impressed with the quality of work which Searchsize delivered for one of our client engagements. They have invested in the processes and intellectual property for providing these,' said Malik. Commenting on the development, Searchsize head Ryan Govindan, who will now head Search and Ad Network Operations, Percept Knorigin, said: 'I believe that a complete 360 degree solution in digital media can bring in more value to clients than standalone creative, search or display ad solutions offered by most of the online ad agencies.' Percept Knorigin, is promoted by Percept Holdings, a leader in the entertainment, media and communications domain in India with a capitalised billing of Rs.16.5 billion.
Percept Knorigin and Adify to launch India's first vertical ad network
Source: Times of India
Nov 7, 2007

Adify Corporation, a global internet innovator in creating vertical ad networks, entered a strategic partnership with Percept Knorigin, the digital media and services business of Percept, to create adChakra, India’s first vertical online advertising network. The network will include publishers that offer high quality content in areas like entertainment, travel, finance, technology and social networking. The network will be used to create scalable advertising and sponsorship opportunities for advertisers.

Percept launches Percept Knorigin with initial investment of $5 million
Source: HT Mint, Times of India, agencyfaqs.com, business standard, business of cinema, content sutra.com , Economic Times, exchange4media, Financial Express, Hindustan Times, Indiaenews, Indianmuslims.com, newspost.com, televisionpoint.com, venturecapitalcircle.com, Indiantelevision.com, Hindu Business Line
19th July, 2007

Percept has announced the launch of Percept Knorigin - a tech media and service provider, with an initial investment $5 million. The company has roped in Viraj Malik to spearhead the new venture as managing director. Percept Knorigin will be focussed on servicing Indian and global clients by leveraging digital media technology like internet, mobile, gaming and 360 degree capabilities of Percept Group which has interests in entertainment, media and communication services with a capitalised billing of Rs 16.5 billion. The company plans to set up a delivery facility in Bangalore where it will be headquartered. It will also have offices in Mumbai and Delhi. Percept Knorigin is targeting revenues of $10 million per annum and will expand to a team of 100 within the next three years, according to a company statement. Percept Holdings vice-chairman and MD Harindra Singh said, "The Digital or New Tech Media is heavily matured in western countries like US and UK. Estimates predict that by 2010, India is slated to have the third largest mobile and internet user base worldwide. Digital/Interactive communication (Internal and external) in India is undergoing an evolution stage at a rapid pace. Viraj brings in a lot of experience with him in this domain and I am confident Percept Knorigin will deliver value in the area of 'Tech Media' to our clients." Malik added, "We will be focusing on three broad areas, to create IP in digital advertising aggregation and build network of high quality online properties. Leverage Percept's content and network to build unique online and mobile assets. ROI linked marketing solutions to clients in India, UK and USA. Services which will include consulting, creative, operations and procurement services."

The company will also look at making investments in building 'enabling platforms' for providing these services and solutions. Services bundled with 'enabling platforms' will provide Percept Knorigin the capabilities to offer ROI based marketing solutions. Viraj Malik brings with him more than 12 years of experience in areas of strategic marketing and business development, which includes entrepreneurship experience within India and market development experience in Indian, European and US markets. His last assignment was with Infosys where he headed business development and led key client engagements for Infosys in the European & US markets for IT outsourcing business and was based in London and New York for the last 5 years.