Media veterans Anirban Das Blah, Jiggy George join hands to set up Mojostar

Celebrity management firm Kwan Entertainment and brand management and licensing agency Dream Theatre have come together to create Mojostar, a celebrity-driven house of brands.

Anirban Das Blah and Jiggy George own Kwan and Dream Theatre respectively.

The company will focus on partnering with celebrities to co-create authentic brands in the areas of fashion, fitness, personal care, and more.

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 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 finalised Bollywood stars Jacqueline Fernandez and Tiger Shroff to launch the first line of celebrity brand products catering to the fashion, fitness, and personal care segments.

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.”

Jiggy George, Founder & CEO – Dream Theatre and Founding Partner – Mojostar, added, “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 revolutionise the way retail brands are created in India.”