Sanjay Ahire Joins Percept Live As Executive Director

Percept Live Pvt. Ltd., the creators of the globally acclaimed Sunburn Festival, has announced the appointment of Sanjay Ahire as its Executive Director, effective December 2, 2024. Percept Live, a subsidiary of Percept Limited, is renowned for delivering immersive live and digital experiences, managing iconic Intellectual Properties (IPs) such as Bollyboom, EPL (Eat Play Love), Windsong, IMS (India Model Search), and XCC (Xtreme Combat Championship).

Sanjay Ahire, founder of Artistivity, brings over 25 years of experience across media, music, films, events, and digital platforms. His career includes leadership roles at Sony Music, Reliance Entertainment, Radio Mirchi, and Ernst & Young, where he spearheaded initiatives in digital strategy, revenue optimization, and business planning. Ahire previously served as COO of Percept Pictures, solidifying his reputation as a transformative leader in the entertainment space.

In his new role, Ahire will drive the strategic growth of Percept Live’s IPs, focusing on expanding live entertainment, content production, and marketing communications. His vision includes scaling existing properties like Sunburn and exploring new opportunities in the media-tech landscape, aiming to position Percept Live as a leader in live and hybrid experiences globally.

“I am excited to join Percept Live, a pioneer in transforming entertainment through innovative IPs like Sunburn,” said Ahire. “I look forward to blending live and digital platforms to create memorable experiences that deepen connections between brands and audiences, while nurturing talent and scaling Percept Live’s portfolio worldwide.”

Ahire’s appointment marks a significant step in Percept Live’s journey toward innovation and leadership in the live entertainment industry.