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Percept restructures ad biz, merges MASH with IBD India

MUMBAI: Percept Limited has restructured its advertising business by merging MASH Advertising with IBD India.

The restructuring will enable Percept to offer better synergies, streamline operations and efficiencies between the two agencies to provide a greater array of services and solutions to stakeholders.

Rahul GuptaAs part of the restructuring, Rahul Gupta has been elevated to the role of managing director of the merged business whileAmitabha Lahiri takes up the role of chief executive officer.

Gupta set up ByDesign in 1994 to offer strategic brand services based on superior creativity. In 2007, ByDesign entered into a joint venture with Percept’s Hakuhodo to form IBD India.

Over the years Gupta has brought in expertise to brands handled by IBD India including SSK Group, Panasonic, PNB Housing, Tupperware, Taj Group of Hotels, K Raheja Corp and Tilaknagar.

Amitabh LahiriLahiri has been associated with the Percept Group in different leadership roles for over seven years. He joined as senior vice president for Hakuhodo Percept India and was later elevated to the position of COO during which Hakuhdo Percept witnessed a series of business wins including Wagon R, Grand Vitara & A-star from Maruri Suzuki, Carrier, Toshiba, Daikin, Unicharm, Sukam and Hindware.

In 2011, Amitabha became CEO of the newly incepted MASH India, a subsidiary of Percept/H, and within a span of two years attained prominent businesses including Carrier, Toshiba, Haier, Philips, Kyocera Mita, DLF and Parsvnath.