Percept ICE Creates a Show-Stopping Grand Relaunch For Phoenix – Pride Of India in Indore

Percept ICE, the Experiential Marketing, Event Management, Exhibitions & Brand Activations domain company of Percept Limited, transformed Phoenix Citadel into Phoenix – Pride of India. More than a name change, the transformation marked the unveiling of a new identity, a distinctive cultural narrative and a bold new destination experience for Indore.

Bringing this new vision to life, Percept ICE conceptualised and executed the overall production experience for the grand relaunch, crafting a bespoke celebration that seamlessly brought together high-impact stagecraft, a dramatic reveal, celebrity entertainment, cultural storytelling and meticulous on-ground execution to create a memorable and immersive experience for guests and audiences alike.

The spectacular 90-day celebration officially commenced on August 8, 2026, with Indian cricketer Tilak Varma unveiling the new identity alongside children from local NGOs. The celebrations culminated in a high-energy grand relaunch on August 22, 2026, led by Bollywood star Triptii Dimri, with approximately 500 guests in attendance and a massive public gathering adding to the atmosphere.

At the heart of the evening was a signature innovation – a specially engineered Kabuki Drop for the typography logo installation, transforming a conventional brand unveiling into a dramatic live spectacle. As the Kabuki dropped to reveal the new Phoenix – Pride of India typography, the moment became the visual crescendo of the evening, followed by a spectacular fireworks display that amplified the sense of celebration. The reveal was designed not simply to show the new identity, but to stage its arrival, creating a high-impact, camera-ready moment designed for audience engagement, recall and amplification.

Reflecting the new Pride of India positioning, Percept ICE extended the experience beyond the main stage through a series of bespoke physical touchpoints across the destination. The agency was responsible for the design and installation of the Viraasat Artisan Exhibit and Military Headquarters of War (MHOW) Installation, creating distinctive experiential elements that brought Indian craftsmanship, local culture and the destination’s new narrative into the physical environment. Every element, from production design and technical execution to fabrication, celebrity management and guest experience, was integrated into one cohesive experiential story.

The evening also saw Bollywood actress Nargis Fakhri join the celebrations for the launch of Hammerzz – The Luxury Lounge, adding another glamorous entertainment highlight to the occasion.

For Percept ICE, the Phoenix – Pride of India relaunch exemplifies its philosophy of going beyond conventional event execution to create bespoke experiences built around a brand’s identity, ambition and audience. The agency’s mandate covered end-to-end production planning and execution, technical coordination, celebrity management, on-ground operations, fabrication and installation, ensuring that the creative vision translated seamlessly from concept to live experience.

Vidya Alva, COO, Percept ICE, said,

“At Percept ICE, we believe the most powerful experiences are those that go beyond simply being seen. They need to be felt, remembered and talked about. Our approach is rooted in creating bespoke experiences that bring together creative storytelling, design, technology and production precision, always with the audience at the heart of the experience. The Phoenix – Pride of India relaunch is a wonderful example of this philosophy in action. We brought together identity, spectacle, culture and entertainment to create a distinctive destination experience. It was about transforming a brand relaunch into a live experience that audiences could connect with, engage with and remember.”

With its 90-day programme of festive and cultural celebrations, Phoenix – Pride of India now embarks on its next chapter as a destination that seeks to celebrate the many facets of India while offering audiences contemporary retail, entertainment, cultural and lifestyle experiences. And for Percept ICE, the project is another example of how a powerful idea, engineered to perfection, can turn a brand moment into a live spectacle.