Percept Activ handles the audio launch of "3' at Chennai

Percept Activ, the Strategic Business Unit of Percept Sports & Entertainment, recently planned and executed the music launch of the much awaited Tamil movie "3' at St. George's School ground, Chennai on December 23, 2011. The music launch witnessed galaxy of stars descending at the venue along with actor Dhanush in his new avatar of a singer. The event, which was hosted by VJ Siva Karthik and RJ Adhavan, was attended by over 2500 students from colleges in and around Chennai, forming the majority of the invitees at the venue.

In keeping with the ambience of a rock show, Percept Activ creatively gave the whole atmosphere a rustic look. Set against the backdrop of LED walls, Dhanush, the lead actor of the movie and the "Kolaveri' star, took center stage for a live performance. The song "Why This Kolavari Di', which instantly became viral on social networking sites for its quirky Tanglish (Tamil-English) lyrics, rocked the audiences throughout the evening. This time, the audio launch of the movie "3' was innovatively done by choosing 6 lucky fans from the audience who came up on stage with the entire cast of the movie and launched the music.

Commenting on the successful execution of the event, Sameer Sethi, Business Head - South, Percept Sports & Entertainment said, "3 was a multi agency pitch, which was turned around by Percept within 6 days. We were instrumental with not only the ideation of the launch but also to set the logistics and venue in place."

Elaborated Sanjay Shukla, Chief Operating Officer, Percept Activ, "In the last three months, it's the second time we were doing a movie audio launch, following the music launch of "7aam' of Superstar Surya. We had very little time to create a befitting launch pad of the much hyped track Kolaveri Di. Not only did we manage the venue and the logistics, we comprehensively put together an effective buzz plan to ensure maximum participation within the short span. Experiential marketing is diversifying as an independent and possibly the most effective communication medium today. Whether it's a product or a film, given our bandwidth, at Percept Activ we ensure to get the right message to the right set of target group at the right time."

Percept Activ's flawless planning & execution undeniably made the music launch of the upcoming Tamil movie "3' a grand success.


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