Percept has had a venerable tradition of giving back to Society over the past 3 decades. The Percept Group of Companies has time and again encouraged Perceptites to contribute their time, expertise and effort towards making a positive effect on society. Through a variety of sustained and committed programs, initiatives and activities, Percept has made a positive impact on communities across the nation.
We have a responsibility individually and collectively towards a broader constituency, which includes the entire community we operate in. The only society that succeeds today is one that’s founded on mutual respect, compassion and collaboration. We have the power of choice, and need to move beyond corporate social responsibility to social innovation and creating enduring solutions for humanity. We believe that together we can make this world a much better place to live in.
Percept joins hands with Cancer Patients Aid Association (CPAA) for
'World No Tobacco Day'
The disease of Cancer is a primary and growing area of concern afflicting humanity across the globe and pan India, and Percept has been committed towards partnering and assisting Cancer Patients Aid Association (CPAA) in its objective towards creating awareness for the disease and raising funds towards providing complete assistance of Cancer Patients. CPAA has joined hands with Percept to organize the Annual Event held every 31 May to observe 'World No Tobacco Day' with an objective towards creating mass awareness, education and raising funds towards cancer treatment.
Percept – CPAA – Pink Lips Concert 2010
In 2010 CPAA and Percept organized the ‘Pink Lips’ Concert at Mumbai with sterling performances from Salim-Sulaiman, Shaan, Shilpa Rao, Vaishali Samant, Meiyang Chang, Neha Bhasin and Anusha Mani. The theme was ‘Gender and Tobacco’ and was targeted at women with a focus to highlight the ill-effects of tobacco on women’s health, influence tobacco control activities as well as raise funds for Cancer Patients across the country.
Percept – CPAA Cup 2009
Percept partnered with the Cancer Patients Aid Association (CPAA) to organize the Percept Cup 2009 – a Charity Cricket Match featuring Celebrity XI v/s Doctors XI. Stars present at the match included Suneil Shetty, Vinod Kambli, Sohail Khan, Aftab Shivdasani, Riteish Deshmukh, Miling Soman, Javed Jaffrey, Chetan Hansraj, Cyrus Broacha and Bakhtiyar Irani. The Doctors XI was represented by leading Doctors and Surgeons from across the country. The T-20 format match helped to raise funds for CPAA in the fight against Tobacco that leads to Cancer.
In addition to the support provided to the CPAA in the fight against Cancer across India, Percept Gulf also collaborated with Friends of Cancer to create awareness about Breast Cancer across UAE. The AVON Pink Walkathon – in aid of Breast Cancer Awareness was developed and executed by Percept Gulf. Percept Gulf also designed the public interest message on Anti-Smoking for the Khaleej Times reaching millions across the UAE.
Percept Pictures supports key Social Causes
Percept Pictures Cause Films Division has been committed towards creating films that communicate stories on relevant social issues like AIDS, poverty, illiteracy, women empowerment, rape, children issues, sex-education, drugs, prostitution, crime, juvenile delinquency, smoking etc. They carry an overt ideological message or create subversive images as intended by the filmmaker that can encourage a range of attitudes from the audience.
Percept Pictures ‘Phir Milenge’ (2004) starring Salman Khan, Shilpa Shetty and Abhishek Bachchan in lead roles carried a key message in the fight against the AIDS and went on to win many National Awards and change many perceptions and attitudes against the disease.
Percept Pictures also launched a social awareness campaign promoting World Peace. Another key initiative undertaken by Percept Pictures was the creation of a salutation (short film) to the Mumbai train blast victims. Percept Pictures launched an ‘Anti Piracy’ Film to create awareness about piracy and its harmful effects on the Bollywood Industry.