AnirbanDas Blah and Jiggy George 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.
Led by Blah, Kwan Entertainment has established itself as India’s largest entertainment marketplace connecting investors, artists, and brands. George’s Dream Theatre 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. The 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.
Blah 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.”
George 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.”