Prowl will be a $100 million brand In the next 4-5 years: Abhishek Verma, CEO, Mojostar
The athleisure trend has grown strength to strength as the concept of fitness has taken hold in India. The active wear industry is pegged to be worth USD 7 billion and is growing in double digits. Mojostar, the venture between celebrity management firm KWAN Entertainment and brand management and licensing agency Dream Theatre, has set a high target for their first active lifestyle brand called Prowl with actor Tiger Shroff. Abhishek Verma, CEO, Mojostar shared, "In the next 4-5 years Prowl will be a $ 100 million dollar brand."
Targeted at the age group of 18-25 and priced between Rs. 1000-3000, the products will be available from June. Prowl will be exclusive to all the e-commerce platforms including its own direct consumer channel. That's a differentiator according to Anirban Das Blah, managing partner of Mojostar and founder of KWAN Entertainment. It's positioned as an active brand for active people with the tagline 'Ready to Move.'
Mojostar is planning to take it offline once the brand has reached a 'certain stage.' Verma explained, "We have seen digitally native brands having stronger connect to the age group between 18 and 25. Also, it's a great advantage to the brand if it stays online for the first couple of years."
Verma pointed out, "There is a gap in the active wear market; in products for hyperactive young Indians. There is no brand which targets these young segments significantly. We find that traditional active wear brands have over specified the products, whereas the young consumers want simplified functional products that offer great style. Products that help you look amazing, are suited for multi-functional movement and are easy to maintain, are the need of this market."
This marks Shroff's foray into the active lifestyle business. For Mojostar, the actor completely fits the profile as 'there is no one who embodies fitness as closely as him.' Blah added, "No one in the history of cinema has had that many eyeballs for their first four films as Tiger. Also, this is his long-term involvement which just got started."
The company will leverage the mutual strengths of the KWAN and Dream Theatre to revolutionise the way retail brands are created in India.
The brand's product development, design and sourcing are done in-house. Verma said, "We are focusing on all aspects of product development end-to-end."
Three of them insisted on identifying the need gap followed by selecting celebrity, not the other way. "The approach is to break the fashion market in terms of lifestyle and demographics. We see which brands are catering to that particular lifestyle. If there are not enough brands catering to that segment then it is identified as a white space," he said.
For the launch they are planning a big campaign in May touching across all mediums but with more emphasis on digital since that's where their TG is. Verma said, "It's going to be a very big launch. Also, you will see a lot of content from us focused on fitness set around Tiger Shroff. Expect a lot of fitness-oriented videos. So there will be content marketing as well as brand endeavour." They haven't ruled out branded content in association with content creators.
Blah pointed out that there will be actual usage integration into content and lifestyle. He said, "There is a specific piece of content whose announcement we will share in a month's time. Before Prowl reaches the market place, you will see a manifestation starting as early as March."
Jiggy George, Founding Partner, Mojostar added, "The brand is so strong that we want him to be wear it and consume more."
The company is looking at new-age advertising agencies instead of the traditional players. Blah reasoned, "Prowl is the first fitness brand that's targeted at millennials. We have to create a whole new vocabulary of communication."
Mojostar is planning to launch three brands this year.
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