Known in the ad-circuit as a 'creative suit' who can marry showbiz with statistics, Sanjay Bhutiani has now joined BR Films as its business head.
MUMBAI: Known in the ad-circuit as a 'creative suit' who can marry showbiz with statistics, Sanjay Bhutiani has now joined BR Films as its business head.
In his new role, Bhutiani will spearhead the production of film and television content for BR Films, tailor marketing and distribution efforts, cable and satellite rights and management of post-production facilities. Bhutiani stepped down as the CEO of Percept P9 in December 2005 and was replaced by Navin Shah, the erstwhile country head of Group M's specialist unit Broadmind.
Bhutiani said, "My first association with BR Films was at Leo Burnett when we married Procter and Gamble's Tide and the popular film Baghban. I look upon my time at BR Films as an opportunity to spearhead production of mega projects and to facilitate their marketing and distribution. In addition, I am also responsible for facilitating tie ups with brands for the films and getting new and better talent into the company."
Bhutiani is a pioneer in his own right. In an era of sceptics, he was the lone rider who believed in the marriage of brands and entertainment and actually made a success of it.
Prior to Percept, Bhutiani headed ad agency Leo Burnett's specialist arm Leo entertainment, which emerged as an independent profit-centre due to the revenues obtained from films such as Kaante, Raju Chacha and Yeh Kya Ho Raha Hai where it leveraged brands such as Coke, Thums Up, Maaza, Provogue, Castrol, Tata Tea and Blowplast. While in Leo Burnett, Bhutiani successfully brokered the 'Thums Up Taste the Thunder' deal for the film Kaante, which went on to win an award for being one of the Top 10 product placements of 2002.
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