Mumbai: Viacom18 Studios and Marflix’s 'Fighter' is one of the most anticipated films of 2024. Directed by Siddharth Anand, 'Fighter' marks a milestone as India's first aerial action franchise. Starring superstars Hrithik Roshan, Deepika Padukone, and Anil Kapoor, the film promises to deliver heart-pounding action sequences, captivating visuals, and an unforgettable cinematic experience. An ode to the valor of the Indian Air Force, the film will release on the eve of India’s 75th Republic Day on 25 January 2024.
Black White Orange, a leading licensing and brand solutions agency in India, has been appointed as the Licensing Partner by Viacom18 Studios for 'Fighter.' Known for its expertise in designing, curating and developing merchandise and licensing programs for entertainment properties, it will collaborate closely with the 'Fighter' Movie to bring a wide range of exclusive merchandise to fans and enthusiasts. From apparel and accessories to collectibles and memorabilia, this partnership aims to provide fans with an immersive experience beyond the big screen. The range will also be available on the D2C brand www.a47.in, a label that celebrates India & its achievements through official merch like ISRO, Indian Infantry, and our indigenous IAF aircraft LCA Tejas.
Commenting on the partnership, Viacom18 Studios COO Ajit Andhare said, "Fighter is a highly anticipated film that pushes boundaries as India's first aerial action franchise, and we are excited to bring its captivating world to life beyond the screen. Viacom18 Studios is happy to partner with Black White Orange as the exclusive Licensing Partner for 'Fighter's' merchandise line. Through a meticulously crafted collection of apparel and accessories, fans will have the opportunity to immerse themselves in the thrilling universe of 'Fighter' and own exclusive items that pay homage to the valor of the Indian Air Force and the iconic characters of the film. We urge everyone to get ready to embark on this extraordinary journey with 'Fighter' and indulge in the excitement it brings!”
Expressing his thoughts on extending the “Fighter” experience beyond the big screen, Director Siddharth Anand shares, "We want to leave no stone unturned to make this experience a memorable one for our audience. Thus, Mamta Anand, the producer on 'Fighter,' was very keen on coming up with a merchandise line for our film 'Fighter.' She then planned with Viacom 18 to engage in an exciting collaboration with Black White Orange, who will now help us bring our envisioned 'Fighter' experience to life. With our unique merchandise line, fans will get a one-of-a-kind opportunity to truly immerse themselves in the world of 'Fighter,' celebrating the unwavering valor of the Indian Air Force."
Black White Orange Brands Pvt. Ltd CEO & founder Bhavik Arora added, “Fighter is not just a film; it's an experience that celebrates the Indian Air Force, and we are thrilled to have been entrusted by Viacom18 Studios to bring their vision to life on merchandise. Through our partnerships, BWO will create a high-quality and aspirational merchandise program that will allow fans to connect with the film on a deeper level. We are also excited to launch the 'Fighter' range on our own D2C platform, www.a47.in, a brand that celebrates the rich pop culture of India, and it will be great to see the 'Fighter' collection alongside our official merch for ISRO and units of the Indian Armed forces. With our expertise and commitment, we aim to deliver an exceptional experience for fans and further elevate the captivating world of 'Fighter.’”
The goal of this collaboration with Black White Orange is to create an engaging and immersive brand experience for the fan base of all ages by exploring several licensing and retail partnerships across India.