Lachlan Murdoch & Percept in JV for PTM

MUMBAI: Percept Holdings in partnership with Lachlan Murdoch’s Illyria Pty Ltd has launched Percept Talent Management (PTM), aimed at promoting talent across all forms of media.

This 50:50 joint venture between Percept Holdings and Murdoch will represent talent in the fields of motion pictures, fashion, television, music, sports and branded entertainment.


A company release states that they foresee an estimated top line of Rs 1 billion in the first year alone and expect it to grow to Rs 3 billion within two odd years from the day of operation.


Present at the launch were Illyria Pyt Ltd CEO Lachlan Murdoch, Percept Holdings joint managing director Shailendra Singh, PTM chief operating officer Vinita Bangard, former test cricketer Kapil Dev and actor Priyanka Chopra. 


PTM will undertake marketing, financial and administrative management for clients. Additionally this 360 degree model will look into contracts, endorsements, health, wealth, grooming and PR for clients.


Various endorsements have already been carried out, enforcing and driving the power of celebrity endorsements. These include Kareena Kapoor for Citizen, Priyanka Chopra for Tag Heur, Shah Rukh Khan and Sachin Tendulkar for Airtel, Rani Mukherjee for Nestle Munch and many more.


“The media industry in India and around the world is driven by its creative talent. After more than a decade of involvement in the Indian media business, I am pleased that Illyria’s first Indian investment leverages the depth of talent residing here through this partnership with Percept Holdings. I have great faith that PTM will effectively serve its clients and grow into a significant force in the Indian media landscape,” said Murdoch.


Singh stressed on the creation of brands and being able to monetize success from all revenue streams possible. “With the infrastructure available within the aegis of the Percept umbrella, PTM will bring in the expertise required to boost and enhance the talents brand image,” he said.

For the past year Priyanka Chopra’s endorsements have been managed by Percept. Speaking on the need for an initiative such as this, she said, “Having talent is fantastic. But more importantly today everything is also about presentation. It becomes a lot more appealing if you are presented well.”

It is understood that the fee charged to the clients will vary on the magnitude of work and the talent being utilized. Sources inform that ace producer director Karan Johar is also on board with PTM. Other talents managed by PTM include Neetu Chandra, Shreyas Talpade, Kunal Khemu, Randeep Hooda, Sandhya Mridul, Yuvraj Singh, Sourav Ganguly, Strings and Kapil Dev.


The launch event was also attended by Madhur Bhandarkar, David Dhawan, Randeep Hooda and Anjala Zaveri.