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There Are Two Ways To Build An IP, Either You Make It Or You Don't: Harindra Singh, Chairman & MD, Percept Ltd.
22 April, 2019

Sunburn is one of Asia's biggest electronic music fusion & dance festivals and was listed as one of the top 10 music festivals in the world by CNN in 2009. The third largest dance festival in the world, Sunburn opens up multiple stages allowing global performers, pop artistes, DJs to play and perform multitude of genres. It attracts several brands and advertisers also.

Harindra Singh, Chairman & MD, Percept Ltd., on Wednesday spoke about “What I Learnt from Sunburn”, at an event organised in Mumbai. Singh began his address on the topic ‘What I learnt from Sunburn' with a single line takeaway message saying, "If you know what you are doing, just don't give up. There are two ways when we build an IP, either you make it or you don't. And if you do, it's difficult to survive!"
 
Talking about his experiences since the inception of Sunburn, Singh said, "Starting off such a massive festival has never been easy. Every time, we build a township, starting from the scratch on barren lands, just to create an experience for our audiences who travel from across the globe for this mega three-day festival."
 
Singh also mentioned the challenges faced by IP makers if they try to bring out-of-the-box concepts to the table. He said he and his team have been battling perceptions for many years now as they saw extreme opposition to the festival as it grew over the years. 
 
Be it media, politicians, bureaucrats, social activists and local villagers in Pune. Our 10th edition too was not an exception, when it moved out of its home ground Goa. But with the support from the administration and the Maharashtra Tourism Department, the festival did eventually create history!, he said.
 
Sunburn festival has always given a boost to the tourism sector of the host state. The 10th edition generated around Rs 1.4 crore as direct revenue to the government. The festival has also engendered Rs 250 crore business for the region via transport, hotel accommodations, food & beverage as incurred by the foreign tourists, he added.
 
(Singh was speaking at the first edition of Event Capital's India Event IP Conclave 2019)