Celebrity Licensing Agency Launches in India

The new joint venture will aim to create celebrity-influenced brands in fashion, fitness and personal care.

ASIA–Jiggy George, founder of Dream Theatre, and Anirban Das Blah, director of Kwan Entertainment, have joined forces to launch the new licensing agency Mojostar, which will leverage celebrity influence to build a “house of brands.”

The new company will focus on partnering with celebrities to create authentic brands in categories spanning fashion, fitness, personal care and more. In addition, Mojostar’s operations will be bolstered by the combined reach, knowledge and expertise of both Dream Theatre and Kwan Entertainment.

Furthermore, the new agency’s operations will be spearheaded by Abhishek Verma, who will serve as chief executive officer. Previously, Verma was part of the Myntra.com management team and was responsible for the company’s private label brands and labels business.

“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,” says Jiggy George, founder and chief executive officer, Dream Theatre, and founding partner, Mojostar. “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.”

Additionally, Mojostar has already secured Bollywood stars Jacqueline Fernandez and Tiger Shroff to launch the first line of celebrity brand products in the fashion, fitness and personal care categories.

“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,” says Anirban Blah, director, Kwan Entertainment, and founding partner, Mojostar. “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, among others.”