Brand Extensions, Licensing & Merchandising
We made our debut in the licensing space in 2010 via a collaboration with Bipasha Basu, whereby we co-created India's first celebrity fitness brand- "BB Love Yourself". Under the brand, we created workout DVDs with workout programs demonstrated by Bipasha Basu. The first of the series was "Fit & Fabulous You" which was a raging success and led to the creation of a franchise and the release of 2 more DVD's -"Break Free" (Dance Workout) in 2012 and "Unleash" (Polymetric Workout) in 2013.
The DVD franchise paved the way for associations with major health and fitness brands including Reebok, Dabur, Sugarfree among others.
BB Love Yourself - Bipasha Basu
India's first superhero franchise - Krrish 3 gave us the opportunity to conceptualise and execute a series of brand extensions including:
Kid Krrish - An animated series based on Krrish in his childhood. The series aired successfully on Cartoon Network India.
Comics - Menace of the Monkey Men which was also available as an animated mobile comic on the Krrish mobile app.
Merchandise - Krrish merchandise including action figures, masks, wrist bands, consumer electronics (walkie talkie, music accessories and RC toys -flying Krrish), impulse toys (frisbees, yoyos, skates, ride ons), activity books, apparel, posters, novelty food (candies), accessories and home furnishing.
Digital Extensions - Krrish live action game for Xbox, PS, IOS, Android and Mango, mobile applications and motion comics. Innovation-led promotions including Augmented Reality activations.
Krrish 3 - Hrithik Roshan
Our first foray into the brand creation space was with HRX by Hrithik Roshan - India's first celebrity brand. The insight, experience & sheer enterprise of the team has taken HRX from concept stage & turned it into India's most successful & awarded celebrity brand.
The journey of HRX encouraged us to delve deeper into brand creation and Exceed has since gone on to launch 2 more brands in collaboration with our talent - The House Of Pataudi By Saif Ali Khan and Diva Yoga by Malaika Arora.
House Of Pataudi - An ethnic brand inspired by the legacy and heritage of the Nawabs and Begums of Pataudi. A brand that reflects an ethos that is best described by the Urdu word - Tehzeeb.
Diva Yoga - A chain of experiential yoga studio, exclusively for women.