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Exceed Ent merges with US-based Wild East Group

MUMBAI: Multi-platform entertainment management company Exceed Entertainment has merged with US-based The Wild East Group into one international entity.

The Wild East Group will continue to operate independently within the Exceed Entertainment group of companies.

Exceed Entertainment is involved in celebrity management, brand endorsements, television and production managing of talent such as Hrithik Roshan and Priyanka Chopra.

The Wild East Group caters to IP monetisation, brand development, brand licensing and business development, working with clients such as Hrithik Roshan, Paul Frank, Playboy and the Kolkata Knight Riders.

The Wild East Group founder Sid Shah said, “India has irrevocably passed from the age of transactions and deals to the age of value, and this merger was necessary to be able to offer the kind of value-add services that brands require. We have already been embedded culturally with Exceed for years, so there won’t be much of a transition, and our clients will get to share in the benefits of significant resources that Exceed brings to the table.”

Following the transaction, Shah will step down from his role and continue as an advisor, with the team remaining intact. Neha Kanoria and Pankaj Sikka will remain management leaders of the new entity.

The merger brings together Exceed Entertainment’s expertise in celebrity management and brand monetisation, complementing this with The Wild East Group’s ability to analyse a brand’s asset value at the balance-sheet level to produce an exceptionally potent partnership that builds long-term brand equity for their clients.

Exceed Entertainment founder and MD Afsar Zaidi said, “We are excited to bring The Wild East Group into the Exceed infrastructure. This is a powerful merger as the skill sets of the two companies are clearly very complimentary, and will redefine the talent management and brand space by offering new bundles of services with a variety of different lenses.”

One example of a brand initiative pioneered by Exceed and Wild East is brand HRX, a celebrity brand extension in India.

This joint enterprise is stated to be a pioneering move in the field of brand management and marketing, embracing multiple avenues such as licensing, brand extension and monetisation within the Indian cinema sector in South Asia.

A statement mentioned that the impetus behind the merger resulted from a decision that identified a market gap between vision and implementation within the celebrity brand extension arena.