Mojostar-Tiger Shroff brand PROWL to have digital-only approach

MUMBAI: Celebrities today are turning into entrepreneurs by becoming angel investors in startups or having their own line of brands. But rarely do we see celebrities taking that leap of faith and owning the brand, other than Salman Khan’s Being Human. 

Bollywood actor Tiger Shroff unveiled a new active lifestyle brand called PROWL that is jointly created and owned by Shroff and Mojostar. This is the first brand launch for Mojostar, which is creating a house of lifestyle brands with celebrities. For Tiger, this marks his entry into the active lifestyle business, a space he is known for.

Launched in July last year, Mojostar is a joint venture of Kwan Entertainment and Dream Theatre. The brand is aimed at redefining the way retail brands are created in India where the company partners with top celebrities to co-create authentic, high-impact indigenous brands in the lifestyle space. 

Mojostar envisions building a world-class ‘house of brands’ which leverages the power, draw, and allure of celebrities to provide enriching brand experiences to fans. It has a differentiated approach to create a house of lifestyle brands. It identifies high potential consumer white spaces in the lifestyle market, and matches them with celebrities who authentically represent that proposition.

The brand is targeted at people in the age group of 18-25 years who lead a very active lifestyle and are constantly on the move. They regularly transition from one activity to another and want to look awesome while doing it. PROWL aims to provide functional yet highly stylish clothing and accessories to fit the target consumer’s active lifestyles.  The brand captures its purpose and proposition to consumers, in the tagline — ‘Ready to move’. 

Mojostar CEO Abhishek Verma believes that there is a gap in the active wear market in products for hyperactive young Indians. He opines 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, is the need of this market.

Shroff is thrilled about his new businessman hat and has been involved in creating the brand right from its logo to final product. He mentions, “This brand is a reflection of my identity and this is how I live. I love to be active through the day, which is why I want to wear something that is stylish, looks good, and yet gives me the freedom of uninhibited movement.”

The active wear industry in India stands at around $7 billion and is growing in double digits. The space is dominated by international brands, and PROWL aims to create a dent in this market by offering a combination of performance and style. 

Although the website is expected to go live for consumers by June 2018, people can register themselves on for an exclusive preview and to get a first hand experience during the launch. PROWL has its manufacturing units set up in China and India. 

The products are expected to be priced between Rs 1000-3000, and will be available on all leading e-commerce platforms including Flipkart, Amazon and Myntra. The company is very clear that it will not have a dedicated app because it is cumbersome.

The brand will focus majorly on digital for its advertising and marketing rather than traditional media. Kwan entertainment MD and Mojostar founder Anirban Blah believes that investing on television is not beneficial for the brand as their target audience consume content on digital and social media platforms. Influencer marketing has become extensively popular in the last two years and PROWL is eyeing it too.

Mojostar also has Jacqueline Fernandez on board who will launch her own brand in fashion and beauty segment in March 2018. The company also has another A-list male celebrity on board but will only announce the name in April, before the final launch of the website.

Latest Reads
Time for condom brands to review their storytelling

MUMBAI: Ironically, when it comes to advertisements, condom players don’t know how to play it safe. Condom ads have been at the centre of numerous controversies owing to the erotic nature of the storytelling. Several governments have taken a strong stand against sleazy ads.

MAM Marketing MAM
Fevicol back in its witty avatar to launch Ezeespray

Fevicol, the largest selling adhesive is known for its innovation in products as well as marketing, especially its entertaining TVCs. The brand has introduced many innovative products which have transformed the woodworking industry in India and has now rolled out ‘Fevicol Ezeespray’ - an innovative...

MAM Media and Advertising Ad Campaigns
Girnar tea partners with Ajay Devgan for 'Raid'

Girnar Food and Beverages has joined hands with Ajay Devgn starrer upcoming Bollywood film Raid. Leading film marketing and brand alliance agency, Blue Bang Media & Entertainment clinched the plum deal bridging brand Girnar Tea and mass entertainer Raid.

MAM Marketing Brands
Meal Of The Moment unveils new digital TVC on Ghar Ka Khana

In the fast-paced urban life its a luxury to have healthy delicious home food at all times. Meal Of The Moment has launched a new digital TVC for 2018 in an ode to all those people in Mumbai who have left their homes to build on their dreams. It is titled ‘Mumbai Stops For MOM’.

MAM Media and Advertising Ad Campaigns
Google to ban cryptocurrency ads

In a move that will have far-reaching ramifications for speculative trade of digital currencies, technology giant Google has announced that it will prohibit advertisements promoting any kind of cryptocurrency. The move is in sync with Google’s upcoming financial services policy. Such ads will be...

MAM Marketing MAM
Cello shows that encouragement works better than pressure

MUMBAI: BIC Cello (India), India’s leading manufacturer of writing instruments has launched a short film aimed at illustrating the change of perception of parents in exam time after having taken the same exam themselves. The short film commences by portraying a scenario on how parents unknowingly...

MAM Media and Advertising Ad Campaigns
Livpure new campaign urges water conservation

MUMBAI: Water purification brand Livpure has unveiled its latest campaign #CuttingPaani. Based on the concept of cutting chai, a unique culture in India, this novel campaign brings focus to the very fact that, if the quench is of half a glass then one should only take half a glass of water.

MAM Media and Advertising Ad Campaigns
Havas Media bags media duties of Bajaj Allianz Life Insurance

MUMBAI:  Havas Media, India has bagged the integrated media duties of Bajaj Allianz Life Insurance, one of the leading private players in the insurance sector in India. The agency also handles media duties of Bajaj Finserv, the financing arm of Bajaj Group.  The account size is estimated to be...

MAM Media and Advertising Ad Campaigns
iCubesWire launches Delta, a Digital Marketing Suite for Marketers

iCubesWire, a full-service agency and leader in performance marketing, creatives, AI and social media, recently announced the launch of ‘Delta’, a digital marketing suite for marketers. The product aims to solve the biggest challenge for digital marketers – providing one platform for entire...

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories