Mumbai: At a lavish function held in a five star hotel in Mumbai, Percept Picture Company (PPC) announced a joint venture with Director Madhur Bhandarkar. Jointly they shall be producing feature films, television serials, advertising films and even stage plays under the newly formed company, Madhur Bhandarkar Motion Pictures Ltd. The tie up aims to involve an investment of Rs 1.5 billion to produce entertainment content in various fields.

“This shall be the first time that a corporate house is getting into a joint venture along with a creative talent. It is another first for us, PPC. Our recent successes with Madhur motivated us to sanctify this joint venture”, Shailendra Singh, Joint MD, Percept Holdings told us at the event. Sharing with us the reason for this merger he says, “PPC has always believed in content being the king in the movie business. Therefore our main focus will be on content with the customer in mind. In Madhur we have a lethal amalgamation of someone who makes quality films and also generates excitement in the consumer.”

Speaking more about their joint venture, Mahesh Ramanathan, COO, Percept Picture Company says, “It is an initiative where we, Percept Picture Company shall be backing him in finance, marketing and other important aspects required to run a company. Initially we shall only be looking at making motion pictures before diversifying into making television serials, advertising films and stage plays. All the films directed by Madhur Bhandarkar for PPC shall be made under this new joint venture. We shall soon be announcing a couple of projects once the scripts that have been short listed and finalised.”

Sharing his excitement two time National Award winner Bhandarkar says, “It has been a long journey for me from being a video cassette delivery boy to reaching this stage. I have faced many ups and downs in my life. This venture sets a new exciting beginning for me ahead.”

Celebrating the success of their latest film together, Corporate, PPC gifted Bhandarkar a brand new SUV.