ES. Can you share the journey at Percept? How has your background contributed to leading the company in marketing and Communications?
Joji George. Interestingly, this is my second stint at Percept after joining them earlier in 2015 as CEO of Percept Sports and Entertainment after my stints leading businesses in South and South East Asia, across Music ( Sony Music ), Licensing & Merchandising (MTV Asia), Brand marketing and Content Marketing ( Astro Malaysia), Brand Architecture and global thought leadership conferences ( Global Brand Forum).
After Percept I was Managing Director at UBM ( now Informa),heading Exhibitions , BI and Conferences in South Asia. I then went on to head World Wrestling Entertainment and then did an entrepreneurial stint as creating the first Indian celebrity e commerce platform company called GoNuts.com , as a co founder.
That didn’t scale up to get a second round of investment which finally led me to Percept with the mandate to create and scale up entertainment and Edutainment IP’s at Percept Live.
From early years at Sunburn to F1 Speed fest with Lewis Hamilton to organizing the International Film Festival of India in Goa, the exposure to various large and groundbreaking events at Percept have helped a deeper understanding of what works in creating powerful monetisable IP’s, operations, health and safety, building teams, scaling , branding, marketing, PR /communications, investor relations and M&E opportunities to ensure the success of the business.
We are working on some exciting IP’s around music , sports and edutainment for GenZ and millennial audiences that are authentic and sustainable. I strongly believe that the diversity of my experience across various B2B and B2C businesses in live media and entertainment, has sharpened my focus on fundamentals in building and scaling business from my learnings in all domains in media, trade fairs and entertainment. This experience helps me to hone a strategy that is innovative, different and implementable to get results.
ES. With your expertise in digital transformation, how do you see technology shaping the future of exhibitions and live events? What emerging trends do you find in this regard?
Joji George. I have had the opportunity to launch www.mtvasia.com back in the day when the internet was just being introduced as the World Wide web.
Having worked with organisations, where I have been an evangelist for digital transformation, I have had the opportunity to actually create the first platform for celebrity e commerce, take WWE merchandise online and use digital communication as part of the marketing strategy at UBM. Infact we were the first to set up a digital marketing team before anyone else in the exhibitions business.
Technology is playing a significant role in shaping the future of exhibitions and live events. It has revolutionized the way these events are designed, experienced, and even monetized.
Here are some ways in which technology is impacting the future of exhibitions and live events
- Immersive Experiences. Technology has made it possible to create immersive experiences that engage attendees on a deeper level. Virtual reality (VR) and augmented reality (AR) technologies to transport attendees into virtual environments, thus allowing them to explore products, interact with displays, and participate in virtual demonstrations.
- Digital Engagement: Exhibitions and live events are no longer limited to the physical space. Technology enables digital engagement, extending the reach of events beyond the venue. Social media platforms, live streaming, and webinars allow organizers to connect with a global audience, increasing participation and accessibility.
- Personalization: Technology allows for personalized experiences tailored to the preferences and interests of attendees. Data analytics and artificial intelligence (AI) can be used to collect and analyze attendee data, enabling personalized recommendations, customized content, and targeted marketing efforts.
- Interactive Displays: Interactive displays powered by touchscreens, gesture recognition, or motion sensors enhance attendee engagement. These displays enable interactive product demonstrations, virtual tours, and gamification elements that make the event experience more interactive and enjoyable.
- Smart Event Management: Technology streamlines event management processes, making them more efficient and cost-effective. Event management software and mobile apps automate tasks such as registration, ticketing, scheduling, and attendee tracking. This allows organizers to focus on delivering a seamless and engaging event experience.
- Networking: Technology facilitates networking opportunities by providing digital platforms for attendees to connect, share contact information, and engage in discussions. Mobile apps and networking tools enable attendees to schedule meetings, join relevant communities, and expand their professional networks.
- Data-driven Insights: Technology enables the collection and analysis of vast amounts of data during exhibitions and live events. Organizers can gain valuable insights into attendee behavior, preferences, and engagement levels. This data can be used to optimize future events, improve marketing strategies, and make data-driven decisions.
- Sustainability: Technology is playing a crucial role in making exhibitions and live events more sustainable. Digital signage replaces traditional print materials, reducing waste. Energy-efficient lighting, smart climate control systems, and water conservation technologies help minimize the environmental impact of events.
These technological advancements are revolutionizing the way events are designed, experienced, and leveraged for business and networking purposes.
ES. Could you share some insights into your journey and how your diverse background has shaped your career in media, entertainment, and live events?
Joji George. I consider myself an explorer and an optimist of possibility. I have been asked why I haven’t stuck with one vertical for the long term? My answer is that, it’s important to take risk and be open to new experiences. I love to delve into the unknown and takr up a challenge of making that a market leader. What’s the point if personal biases limits your potential to view new businesses with a different lens? As Richard Bach said ‘ A dead fish swims with the tide and only a live fish swims against it’. I believe that wisdom comes from experience and experience comes from trying new things and also failing sometimes. Every new road has taught me new things , exposed me to new ideas that I can implement across other businesses.
ES. In your opinion, what role do exhibitions and conferences play in shaping industry trends and fostering innovation?
Joji George. Exhibitions and conferences play significant roles in shaping industry trends and fostering innovation. Here are some ways in which they contribute to these processes:
- Knowledge Sharing and Networking: We had a line we used back at UBM India. ‘We are in the business of helping your business succeed.’ Exhibitions and conferences bring together professionals, experts, and thought leaders from a specific industry or field. They provide a platform for exchanging knowledge, ideas, and best practices. Given the size and scale of India, it’s tough for SME’s to further their business meeting other individual business owners or suppliers. Exhibitions provide that at one single venue. Attendees can learn about the latest trends, technologies, and innovations through keynote speeches, panel discussions, presentations, and workshops. Networking opportunities enable participants to connect with like-minded individuals, potential collaborators, investors, and mentors, fostering the exchange of ideas and the formation of partnerships.
- Market Research and Feedback: Exhibitions and conferences provide a valuable platform for companies to conduct market research and gather feedback from potential customers and industry experts. By interacting directly with attendees, companies can gain insights into market needs, preferences, and pain points. This information can guide product development, innovation strategies, and business decisions.
- Showcasing New Products and Technologies: Exhibitions allow companies and innovators to showcase their latest products, services, and technologies to a targeted audience. This provides an opportunity for attendees to experience firsthand the advancements and innovations in the industry. By presenting cutting-edge solutions, exhibitors can generate interest, gather feedback, and even attract investment for further development and refinement.
- Collaboration and Partnerships: Exhibitions and conferences bring together diverse stakeholders, including businesses, researchers, investors, and government representatives. This convergence of expertise and resources can lead to collaborations and partnerships that drive innovation. Companies can identify complementary technologies or expertise from other exhibitors or attendees, which may result in joint ventures, research collaborations, or strategic alliances.
- Industry Trends and Forecasting: Exhibitions and conferences often feature expert presentations and discussions on emerging trends, market forecasts, and technological advancements. By attending these sessions, industry professionals can gain insights into future directions and anticipate market changes. This knowledge can help shape their innovation strategies, investments, and business planning. Overall, exhibitions and conferences serve as catalysts for knowledge sharing, collaboration, and inspiration within industries.
Overall, exhibitions and conferences serve as catalysts for knowledge sharing, collaboration, and inspiration within industries.
ES. What innovative strategies has Percept implemented to stay ahead in an ever-evolving industry like marketing communications?
Joji George. The live media business pivots around creativity, need gap analysis and brand associations. This is critical for the success and sustainability of any project that over time becomes an IP. Percept has been known for creating a home grown IP like Sunburn that has international recognition as being in the top 5 EDM festivals in the world. The strategy is inspired by the vision of the Chairman and Group CEO, Mr Harindra Singh, which is to have the tenacity to think big, audaciously build the idea and execute flawlessly with passion.
ES. Could you highlight some recent successful projects that have made an impact, and what made them particularly effective?
Joji George. What we are doing with creating Bollyboom is going to be an interesting case study like Sunburn. According to World Economic Forum Report on Indian Consumption, the vision for the future of consumption in India is anchored in the growth of the upper-middle income and high- income segments, which will grow from being one in four households today, to one in two households by 2030.
Youngsters in crowded cities are embracing alternative forms of entertainment and paying for experiences Mobile-based payment models have acquired greater acceptance in a shorter time than credit cards did over the past two decades. Online connectivity, and the resultant access to information, is proving to be a key driver of differences in aspiration and the desire to spend and upgrade consumption, even among people at similar income levels. Those who are more connected have a keener sense of what is “desirable”. India’s metro and boom town consumers will premiumize and will be open to experiences like their peers in metros.
Millennials and Generation Z will form 77% of India’s population by 2030. They will be more willing to spend, be more brand-aware and informed than India’s previous generation of consumers. Gen Z are global in their aspirations but also rooted in tradition. This dichotomy has led us to create Bollyboom and create a genre called ‘Bollytronica”, where GenZ are now embracing global sounds with Indian riffs that are no more rooted in film songs. We are betting on this to become the next Sunburn that will get reverse engineered globally . In exhibition parlance – ‘ Geo adapting’.
ES. Finally, what message would you like to give to the industry at large?
Joji George. I love the exhibitions and conferences business. I believe that it is perhaps the most under rated vertical in the live media sector. I am encouraged by the tremendous possibilities that are now available with the explosion of new venues and a slow shift in focus on India over China or even Europe. I think global players have to be patient and invest in the India story. It’s very important they select their leadership carefully and not as a tick in the ‘India’ box.
Investing in the right team to grow their market share exponentially should be a priority. It’s time we innovate, take pragmatic risk , move tracks quickly and reverse engineer our IP’s into other markets. It’s also very important for the industry as a whole to focus on inclusion and sustainability. India is ready and it’s time global players don’t miss the party by getting here late.
