Percept Live Pvt. Ltd., a wholly owned subsidiary of Percept Limited and the creators of Sunburn, announced the appointments of Nikhil Uniyal as Business Head and Sonal Shah as Head – Brand Partnership and Sponsorship Sales, effective February 1, 2026.
The leadership appointments signal Percept Live’s intensified focus on accelerating growth, strengthening monetisation, and scaling its portfolio of high-impact live, hybrid, and content-led intellectual properties (IPs) across India and international markets.
Percept Live develops immersive live and digital experiences that connect brands with large consumer audiences globally. Its IP portfolio spans music, culture, sports, fashion, and lifestyle, offering year-round, multi-platform engagement opportunities.
Expanding a Diverse IP Portfolio
The company owns and curates a range of marquee IPs across live and hybrid formats, including:
- Bollyboom – positioned as the world’s first and largest Bollywood Dance Music Festival
- EPL (Eat Play Love) – a festival celebrating food, music, and art
- Windsong – an adventure-led music festival rooted in storytelling and the arts
- India Model Search (IMS) – positioned as India’s transparent and inclusive platform for aspiring fashion models
- Xtreme Combat Championship (XCC) – a multi-gender combat sports property integrating fashion, food, and music
Nikhil Uniyal Appointed Business Head
As part of the leadership strengthening initiative, Nikhil Uniyal has been appointed Business Head, where he will lead the company’s next phase of growth and monetisation.
Uniyal brings over 16 years of experience across media and marketing, with expertise in growth strategy, business development, revenue leadership, and IP creation. His background includes leading large-scale campaigns across ATL, BTL, and digital platforms, with a focus on building and monetising intellectual properties through consumer insight-led strategies and optimised sales systems.
Prior to joining Percept Live, Uniyal held senior leadership roles at Wondrlab India, Entertainment Network India Limited (ENIL – Radio Mirchi), The Times of India Group (Red Cell), and GroupM (MEC). During his tenure, he led IP-driven business models, improved profitability, and enhanced operational efficiencies across the Delhi, Mumbai, and Chennai markets.
In his new role, Uniyal will oversee strategic growth and diversification across live entertainment, content production, talent management, and marketing communications, driving innovation and expansion in domestic and international markets.
Nikhil Uniyal, Business Head, Percept Live, said, “Percept Live stands at a powerful intersection of culture, content, technology, and scale. I’m excited to lead the business at a time when live entertainment is evolving into a year-round, always-on engagement platform for brands and consumers alike. With a strong portfolio of IPs and an experienced leadership team, our focus will be on amplifying impact, driving innovation, and building sustainable, future-ready growth engines that position Percept Live as a global benchmark in immersive entertainment.”
Sonal Shah to Lead Brand Partnerships and Sponsorship Sales
Sonal Shah has been appointed Head – Brand Partnership and Sponsorship Sales and will lead sponsorship strategy, brand solutions, and revenue partnerships.
Shah brings over 26 years of experience across ad sales, brand solutions, influencer marketing, and experiential sales, with leadership experience spanning linear television, OTT, digital, social media, and live events.
Before joining Percept Live, Shah held senior leadership roles at ZEE Entertainment Enterprises Ltd. and Discovery Networks Asia-Pacific. Her work included leading branded content initiatives, influencer-led campaigns, live events, and sponsorship-driven properties across entertainment, youth, lifestyle, and sports verticals. Her career includes delivering revenue growth, exceeding targets, and building integrated sales solutions across on-ground, broadcast, OTT, and digital ecosystems.
At Percept Live, Shah will focus on strengthening the sponsorship ecosystem, creating integrated brand opportunities, and driving scalable partnerships across the company’s IP portfolio.
Sonal Shah, Head – Brand Partnership and Sponsorship Sales, Percept Live, added, “Percept Live’s IPs are cultural powerhouses with unmatched scale, relevance, and emotional connect. I’m thrilled to be part of this journey and look forward to building deeper, more meaningful brand partnerships that go beyond visibility to deliver measurable value, creativity, and long-term equity. Together, we aim to create sponsorship ecosystems that are immersive, integrated, and truly transformational for brands.”
Leadership Perspective
Karan Singh, CEO, Percept Live, said, “As Percept Live accelerates its expansion across geographies and platforms, we’re pleased to welcome Nikhil Uniyal and Sonal Shah to the leadership team. Their appointments significantly strengthen our leadership depth at a time when live experiential businesses are evolving into powerful, always-on growth engines. Nikhil’s ability to build and monetise IP-led businesses, combined with Sonal’s proven expertise in creating high-value sponsorship and brand partnership ecosystems, positions us to accelerate scale, sharpen monetisation, and build future-ready platforms. I’m confident they will play a pivotal role in shaping Percept Live’s next chapter of growth and global relevance.”
With the addition of Nikhil Uniyal and Sonal Shah to its senior leadership team, Percept Live is positioning itself for its next phase of expansion, reinforcing its standing across the live entertainment, content, and experiential marketing landscape.
