Percept has restructured its advertising business by merging agencies Mash Advertising with IBD India with effect from 1 April 2014. Through this restructure, Percept hopes to offer better synergies, streamline operations and efficiencies between the two agencies, and provide a greater array of services and solutions to stakeholders, informed a statement from the agency.
Rahul Gupta, managing director and CCO of IBD India will be managing director for the merged entity. Gupta had set up ByDesign in 1994. In 2007, ByDesign entered into a JV with Percept–Hakuhodo to form IBD India.
Amitabha Lahiri, CEO, Mash Advertising, will hold the same position at the new entity. Lahiri has been associated with the Percept Group for over seven years. He joined as SVP, Hakuhodo Percept India, and was later elevated to the position of COO. In 2011, he became CEO of the newly incepted Mash India, a subsidiary of Percept/H.