The Wild East Group is to merge with celebrity management and brand endorsement specialist, Exceed Entertainment.
The Wild East Group - headed up by Sid Shah (pictured) - will continue to operate independently within the Exceed Entertainment group of companies.
Exceed Entertainment is currently the market leader in celebrity management, brand endorsements, TV and production managing talent such as Hrithik Roshan, Priyanka Chopra and Shilpa Shetty among others. The Wil East Group, meanwhile, specialises in IP monetisation, brand development, brand licensing and business development, working with clients such as Times of India, Paul Frank, Playboy and Hrithik Roshan.
"We are excited to bring The Wild East Group into the Exceed infrastructure," said Afsar Zaidi, CEO of Exceed Entertainment. "This is a powerful merger as the skillsets of the two companies are clearly very complementary, and will redefine the talent management and brand space by offering new bundles of services with a variety of different themes."
Shah added: "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.
"We have already been embedded culturally with Exceed for years, so there won't be much of a transition, and our clients will get to share in the benefits of significant resources that Exceed brings to the table.
"I will step down, with the team remaining intact, and Neha Kanoria will become president of this entity, bringing a wealth of international and domestic experience in the space."