In a paradigm changing development which will redefine the way retail brands are created in the country, Anirban Das Blah and Jiggy George, two of the foremost names in the Indian Media & Entertainment and Brand Management & Licensing spaces respectively, have joined hands to launch Mojostar. The company will focus on partnering with celebrities to co-create authentic brands in the areas of fashion, fitness, personal care, and more.
The development is particularly exciting given the recent exponential growth in the retail sector, as well as for the coming together of two of the biggest and most illustrious names in their respective domains. Kwan Entertainment has established itself as India’s largest entertainment marketplace connecting investors, artists, and brands. Dream Theatre, on the other hand, is India’s premier brand management and licensing company that builds, represents, distributes, and retails iconic brands in the entertainment, sports, and fashion space. Mojostar’s operations will be boosted by the combined reach, knowledge, and domain expertise of the two iconic companies. It is a first-of-its-kind partnership that will look to tap into the growing influence of Indian celebrities to create powerful retail brands in the country. Mojostar has already finalized Bollywood stars Jacqueline Fernandez and Tiger Shroff to launch the first line of celebrity brand products catering to fashion, fitness, and personal care segments.
Speaking on the launch, Anirban Blah, Director – Kwan Entertainment and Founding Partner – Mojostar, said, “Celebrities hold massive influence in trends related to fashion, fitness, personal care, and appearance, and have been used by brands for decades for endorsements. This represents a large and profitable market opportunity to create authentic brands with celebrities. We have partnered with Dream Theatre to launch Mojostar and create world-class retail brands in India. Globally, we have seen billions of dollars of value being created by celebrity brands such as David Beckham, Victoria Beckham, Mary-Kate and Ashley Olsen, and Jay-Z etc.”
Sharing his thoughts on the launch, Jiggy George, Founder & CEO – Dream Theatre and Founding Partner – Mojostar, added, “Creating celebrity brands and their extension in product and services requires crafting an authentic brand DNA, with a lot of attention to detail and genuine differentiation. In India, there is an obvious market opportunity for celebrity brands, but the authentic approach to celebrity brand creation has not yet matured. Anirban and I have been working together for a while now to address this market and come up with attractive brand propositions. This joint venture will be leveraging our mutual strengths to revolutionize the way retail brands are created in India.”
While the West has seen the proliferation of multiple super brands created by celebrities that offer an array of products and services, the area has been largely unexplored in India outside of fashion and a few leading celebrities. Mojostar will look to leverage the high-impact influence of celebrities to build a ‘house of brands’.
With a core focus on fashion, fitness, and personal care categories initially, the company envisions creating a minimum of 3-4 celebrity brands worth upwards of $100 million in each category in the next five years. With international standards in celebrity licensing and brand management as its benchmark, and driven by an in-depth understanding of the preferences of the Indian consumer, Mojostar can be rightly heralded as the harbinger of a new era in retail brand operations in India.