MxMIndia

Tag: KWAN Entertainment

  • JV to partner celebrities to co-create brands in the areas of fashion, fitness, personal care, and more

    Anirban Das Blah & Jiggy George join hands to launch Mojostar

    By A Correspondent

     

    Anirban Das 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.

     

    The partnership will tap into the growing influence of Indian celebrities to create powerful retail brands in the country. Mojostar has already signed on emerging Bollywood stars Jacqueline Fernandez and Tiger Shroff to launch the first line of 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.”

     

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

     

  • To gain the maximum out of the pointers, a proper road map needs to be charted out that will help build the talent's brand persona, says Indranil Das Blah

    The Anchor: Indranil Das Blah on 5 essentials in talent mgmt

    Indranil Das Blah

    By Indranil Das Blah

     

    Create a Brand

    It’s crucial to create and maintain distinguishing individual brand images while managing talent. On that basis, we plan and execute a plan that will help project that brand and communicate a certain persona/image. There may be times when certain attributes maybe similar but the job of an effective brand custodian is to find that one USP that helps create that distinction and makes the individual stand tall in a crowd.

     

    Identify the Appeal

    Appeal is another very important factor to be kept in mind while managing talent. The idea is to find out not just what TG he or she appeals to but also to find out what makes them so appealing. You can work to create brand that works on the marketable appeal.

     

    Word of mouth

    Even if a talent is considered to be a good brand and has a desirable appeal, the word of mouth around him/her is what makes or breaks a talent. It’s important to protect the talent’s image from negative perception – be it via the media or via industry whispers. And as a brand custodian, our role also includes an advisory aspect where we share our inputs with our talent to ensure that they help us protect them from the negative backlash and make them a formidable entity in the business.

     

    Image building road map

    To gain the maximum out of the aforementioned pointers, a proper road map needs to be charted out that will help build the talent’s brand persona. The core thought needs to filter down through various audience touch points – be it endorsements, public appearances, media interactions, films and so on to create the desired consumer and audience mindset and thereby attain the goals you set out to achieve with your talent.

     

    Visibility

    Visibility is a very key aspect of managing talent and building their brand. We need to ensure that we expose talent to the various touch points and create a strong, positive buzz around them. More the visibility, better the quality, more is top of mind recall. Recall is what changes the game for talent as it helps them consistently build and enhance their positioning in a competitive environment.

     

    Indranil Das Blah is the COO at KWAN Entertainment and Marketing Solutions