MUMBAI: Reliance Entertainment, Phantom Films and Mahesh Bhupathi’s Swag Fashion have come together to create a fashion and lifestyle brand inspired by the film ‘83’.
The brand will offer cricket themed merchandise inspired by the Indian team’s victory in the 1983 World Cup.
with ’83’, Swag Fashion Hub Private Limited (SFHPL) is making its mark in the emerging brand licensing space. As per an official release, “With multiple influencer partnerships, SFHPL has established itself as the single largest platform for incubating, building and transforming celebrity/media brands into mega consumer IP with multiple influencer partnerships.”
On this development, ‘83’ director Kabir Khan said: “Few films get a chance to create a sense of legacy and I’m happy that 83 has inspired something that has never been done before and create something memorable that will live beyond the film.”
Speaking about the tie-up, retired tennis ace Mahesh Bhupathi, founder of Swag Fashion, said: “Brand 83, #83Believe is a unique opportunity with cricket and Bollywood coming together. We feel there is a void in India for a cricketing-led lifestyle brand. We have some very credible partners like Spykar, Tissot, @home retail, Kotak and Supersox, who will take the brand to market and we look to build on it from there.”
Shibasish Sarkar, Group CEO, Reliance Entertainment, says: “Our film is an endeavor for the young generation to relive the historic moment of national pride with the Indian team’s cricketing victory in 1983. The lifestyle & merchandising brand extension will allow them to own the moment and take it home.”
The film ‘83’ will bring the glory of Indian cricket’s historic win in the 1983 World Cup to the big screen on 10th April in Hindi, Tamil & Telugu.
