Entertainment management firm Exceed Entertainment and brand development agency the Wild East Group, that handles the likes of Hrithik Roshan and Kolkata Knight Riders, today their announced merger into one global entity.
"The merger brings together Exceed Entertainment's expertise in celebrity management and brand monetisation, complementing this with The Wild East Group's ability to analyse a brand's asset value at a balance sheet level to produce an exceptionally potent partnership that builds long-term brand equity for their clients," the firms said in a joint statement.
Post merger, The Wild East Group will continue to operate independently within the Exceed Entertainment group of companies, the statement added.
Sid Shah, Founder of The Wild East Group will also step down from leadership position but will remain as an advisor.
Commenting on the development, Shah said: "India has irrevocably passed from the age of transactions and deals to the age of value, and this merger was necessary to be able to offer the kind of value-add services that brands require."
Exceed Entertainment Founder and MD Afsar Zaidi said the skillsets of the two companies are clearly very complimentary and will redefine the talent management and brand space by offering new bundles of services with a variety of different lenses.
Exceed Entertainment currently has celebrities clients such as Priyanka Chopra, Bipasha Basu, Shilpa Shetty.