MUMBAI: Percept bagged the esteemed mandate of conceptualising and executing the global launch of Ananya Birla's first music single – ‘Livin’ the Life’. The gala event was held on 12 November 2016 at the Taj Lands End, Mumbai, and was attended by 1500 guests spanning global celebrities across all spheres of business, art and entertainment.

Ananya Birla, daughter of Aditya Birla Group Chairman Kumar Mangalam Birla and Philanthropist Neerja Birla, has many successes to her credit including setting up her own Microfinance company Svatantra Microfinance, launching an e-commerce venture Curocarte and also being an active campaigner of mental health programs. At the young age of 22, Ananya entered a new phase of her life as she signed an exclusive recording deal with leading music label, Universal Music Group, to globally launch her musical career with the release of her single ‘Livin’ the Life’. The music track, a mix of pop and EDM, mixed by Dutch DJ Afrojack, sees Ananya as the co-writer and composer in tandem with American producer Jim Beanz.

Percept ICE was responsible for conceptualising, designing, planning and executing Ananya’s Livin’ the Life mega global launch event at the Taj Lands End Mumbai. Percept ICE’s 360° scope of work encompassed creating and fabricating the entire venue and set design, managing the Red Carpet, artist supervision, SFX, technical design and management, show flow and stage management, seamless management of the exclusive press conference, guest relations, security and holistic brand consultancy.

The gala event kick started with DJ Talon Reid as he introduced diverse ancillary acts on stage and an entertaining performance by the talented Birla schools kids. The highlight of the show was the live performance by the gifted and brilliant Ananya Birla as she aerially descended on the stage and gave a phenomenal performance, thereby introducing the world to her foot tapping brand new single. The flawless choreography, SFX and vivacious performances by the dance troupe mesmerised the attending audience even as Ananya wrapped up her song to a thundering standing ovation.

The glittering event was attended by the who’s who of the industry. Eminent celebrities like Shah Rukh Khan, Hrithik Roshan, Deepika Padukone, Sohail Khan, Rahul Bose, Rocky S, Dino Morea, Pooja Bedi and Shaina NC graced the Red Carpet in support of the young debutante. Adding spice to the event, Afrojack – world’s leading DJ, wowed guests as he belted out his popular numbers.

On her collaboration with Percept, Ananya Birla, Entrepreneur and Popstar stated, “Working with Percept team was so easy and seamless! Khushi is one of the most hardworking people I have ever come across. She cracked the brief accordingly and in a span of less than two months, the team pulled off the launch of my music career along with the party of the year. Their knowledge is the best I’ve seen, and their expertise is state of the art! The team worked effortlessly further than the client’s expectations. Khushi has the ability to mould herself without compromising excellence of managing the event, which is a very rare quality. Being associated with Percept, it’s an assurance you’re in the right hands; they’re the best you can ask for! ”

Commenting on the grand success of the event, Percept ICE Group Head - Luxury and Weddings, Khushi Singh Chaudhary said, “This was undoubtedly one of the more impactful music launch events the country has seen. Ananya is a powerhouse of talent and her humbling energy kept us going! We had the leaders in their fields across different continents come together to work on this project and the outcome was marvellous!”

Percept Pictures, a Percept company, ideated and created three films for Ananya Birla which included ‘The Journey of AB’, the ‘One Initiative’, and the ‘Livin the Life Introduction’. Percept Pictures was also in charge of recording and managing the live event coverage of the launch show. With an aim to present her best face to the world, Percept Pictures shot the first Livin’ the Life video in the exotic locale of Goa with its all natural lighting and a small dedicated crew. ‘The Journey of AB’ film introduces Ananya’s dream to make memorable music with an aim to touch a million hearts with principles of spreading peace and happiness to the world. The After-Movie captures the stunning global launch event, even as every guest, performance and the delightful moment have been vivaciously captured and presented in the same.

On working with Ananya Birla for her debut single in the International Music Industry, Percept Pictures Chief Operating Officer, Danny Mamik said, “Ananya is so immensely talented and hard-working in everything that she does. It is not just music but all the other ventures and successful organisations that she has initiated…giving significant substance to society and bringing about such positivity and change. Percept Pictures has endeavoured to highlight these attributes of Ananya through the three films that stand out in their own way and have their unique charm. All the three films - 'The Journey' of Ananya Birla, the illustration of her ‘Livin' the Life’- her debut single; and the third film - the ‘After-Movie' encapsulating her entire journey within the music industry from the beginning till the day her album was launched; all the films were directed, produced, created and edited in-house. With such a young team to have done such amazing content makes me immensely proud. I want to thank Ananya for giving us the opportunity and we are looking forward to partnering with her in her ventures going forth.”