Mumbai: Percept Live Pvt. Ltd. has announced the appointment of Sanjay Ahire as the Executive Director, effective December 2, 2024. Percept Live, a wholly-owned subsidiary of Percept Limited, is renowned for creating immersive live and digital experiences through some of the most successful music and entertainment festivals in Asia, including ‘Sunburn’, ranked among the Top 3 Live Music Festivals globally.
With over 25 years of experience in Media, Music, Radio, Feature Films, Events, and Digital Media, Sanjay Ahire brings a wealth of expertise to his new role. A visionary leader and the founder of Artistivity—India’s leading artist discovery and booking platform—Sanjay has an impressive track record of spearheading transformative initiatives across prominent organizations like Sony Music, Reliance Entertainment, Radio Mirchi, and Ernst & Young (E&Y). His leadership at Percept Pictures, where he marketed over 20 films, further solidified his expertise in entertainment business management.
As Executive Director of Percept Live, Sanjay will be responsible for the strategic growth and expansion of Percept Live’s intellectual properties (IPs), including notable festivals such as Sunburn, Bollyboom, IMS (India Model Search), Windsong, and XCC (Xtreme Combat Championship). His role will involve identifying new business opportunities, managing revenue streams, and driving the development of live entertainment, content production, and talent management.
Sanjay’s appointment comes at a time when Percept Live continues to expand its portfolio of impactful IPs across India and international markets. His deep understanding of consumer behavior and market trends will guide the company’s future growth strategies and strengthen its position as a leader in the live entertainment and content industries.
Said Sanjay Ahire, “Having collaborated with leading entertainment and media brands, I am excited to join Percept, India’s premier EMC conglomerate, renowned for transforming brands through innovative Integrated Marketing Solutions and pioneering iconic IPs like Sunburn and Bollyboom. My vision is to position Percept Live as a dynamic powerhouse, seamlessly blending live and digital platforms to deliver unforgettable experiences that forge deeper connections between brands and consumers. We are dedicated to discovering and nurturing talent, providing artists a platform to showcase their skills and gain exposure across India and global markets. Sunburn exemplifies how bold ideas can redefine music tourism and grow into Asia’s largest Live Media Asset. Drawing from my extensive experience with global brands, I look forward to scaling five more cutting-edge IPs from the Percept Live portfolio, offering bespoke experiences for brands and audiences, while creating exceptional value for investors and cementing Percept Live’s leadership in the Live Entertainment and Content ecosystem.”
