Percept Live Appoints Nikhil Uniyal And Sonal Shah To Lead Business And Brand Partnerships

Percept Live Pvt. Ltd., a wholly owned subsidiary of Percept Limited and the creators of Sunburn,Asia’s leading dance music festival and among the top three live music festivals globally,has announced the appointment of Nikhil Uniyal as Business Head and Sonal Shah as Head – Brand Partnership and Sponsorship Sales. Both appointments were effective from February 1, 2026.

The strategic leadership additions reflect Percept Live’s sharpened focus on accelerating growth, strengthening monetisation and scaling its portfolio of high-impact live, hybrid and content-led intellectual properties (IPs) across India and global markets.

Percept Live is known for pioneering immersive live and digital experiences that connect brands with millions of consumers worldwide. Its purpose-built IPs engage distinct audiences across music, culture, sports, fashion and lifestyle, offering brands year-round, multi-sensory engagement platforms. The company’s marquee IP portfolio includes Bollyboom, the world’s first and largest Bollywood dance music festival; EPL (Eat Play Love), a celebration of food, music and art; Windsong, an adventure music festival rooted in storytelling and the arts; IMS (India Model Search), a transparent and inclusive platform for aspiring fashion models; and XCC (Xtreme Combat Championship), a high-octane combat sports property blending fashion, food and music.

As Business Head, Nikhil Uniyal will drive Percept Live’s next phase of growth and monetisation. With over 16 years of experience across media and marketing, Uniyal brings expertise in business development, revenue leadership and IP creation. He has led large-scale campaigns across ATL, BTL and digital platforms, specialising in building and monetising IPs through consumer insight-led strategies.

Prior to joining Percept Live, Uniyal held senior leadership roles at Wondrlab India, ENIL (Radio Mirchi), The Times of India Group (Red Cell) and GroupM (MEC), where he scaled IP-led business models and delivered profitability improvements across multiple markets. In his new role, he will oversee strategic growth across live entertainment, content production, talent management and marketing communications, while driving innovation and expansion in domestic and international markets.

Further strengthening the leadership team, Sonal Shah joins as Head – Brand Partnership and Sponsorship Sales. With over 26 years of experience in ad sales, brand solutions, influencer marketing and experiential sales, Shah brings a strong track record across television, OTT, digital, social media and live events.

Before joining Percept Live, Shah held senior roles at ZEE Entertainment Enterprises Ltd. and Discovery Networks Asia-Pacific, where she led large-scale branded content initiatives, influencer-led campaigns, live events and sponsorship-driven properties across entertainment, youth, lifestyle and sports. At Percept Live, she will focus on building integrated sponsorship ecosystems, unlocking high-value brand partnerships and driving scalable revenue growth across the IP portfolio.

Commenting on his appointment, Nikhil Uniyal said, “Percept Live sits at a powerful intersection of culture, content and scale. As live entertainment evolves into a year-round engagement platform, our focus will be on driving innovation, amplifying impact and building sustainable growth engines that position Percept Live as a global benchmark.”

Sonal Shah added, “Percept Live’s IPs have an unmatched cultural relevance and emotional connect. I look forward to building deeper brand partnerships that deliver measurable value and long-term equity through immersive and integrated sponsorship solutions.”

Karan Singh, CEO, Percept Live, said, “As we expand across geographies and platforms, the addition of Nikhil and Sonal significantly strengthens our leadership depth. Their combined expertise in IP-led growth and high-value brand partnerships positions Percept Live to accelerate scale, sharpen monetisation and build future-ready experiential platforms.”

With these appointments, Percept Live is poised to enter its next phase of growth, reinforcing its position as a category leader and cultural catalyst within India’s live entertainment and experiential marketing ecosystem.