MUMBAI: Percept D’Mark has launched its new proprietary property in the field of music – Metalfest, which aims to target the harder genre of music between hard rock and heavy metal.

Metalfest would have an international flavor to it with renowned metal band Sepultura coming down to India. This two decade old band which hails from Sao Paolo, Brazil is a popular band in the metal genre with a huge fan base in India and has 12 studio albums under their belt.

PDM India CEO and frontman of Indian metal band Brahma, Devraj Sanyal said, “We’ve noticed that this area of music of heavy metal has been ignored for a long time though in recent times with concerts of Iron Maiden and the like have proved themselves to be larger crowd pullers, multiples of what the Hip hop and pop artists have been able to draw. The demographic that we are going after in the age groups of 18-30 is a very focused spender with a great sense of brand preference and a substantial ability to spend some serious monies.”

Sanyal adds, “We have partnered with Kingfisher Premium packaged drinking water to be our main sponsor in Metalfest. We also have other brands like AMD, Indiatimes.com and Kingfisher Airlines who are helping us take a brand new idea to its next level. Metal Fest aims to be a long term annual property with the 2008 plans of four concert series being confirmed with some big names in the genre. These concerts will be done across the country in various geographies where the consumption of this kind of music is high.”

The opening episode of MetalFest will feature Sepultura’s Indian tour opens in Delhi at the Hamsadhwani Theater on the 28 October, The Polo grounds in Shillong on the 31 October and the finale at the Palace Grounds on the 3 November.