Producers Reliance Entertainment and Phantom Films have collaborated with Swag Fashions Hub Pvt Ltd, Mahesh Bhupathi's apparel and accessories company, to bring a merchandise collection for their sports drama ’83 starring Ranveer Singh.
The merchandise brand titled ‘83 Believe’ offers cricket-themed products inspired by the Indian team's victory in the tournament, including apparel, clothing accessories, home furnishings, pillows, crockery, furniture, travel bags, backpacks, drinkware, wall-decor, clocks, and face masks.
Swag is a brand management and licensing company that creates, develops and manages consumer brands that are led by celebrities.
Shibasish Sarkar, Group Chief Executive Officer, Reliance Entertainment, said, “Reliance Entertainment is focusing on strengthening its licensing and merchandise business and building franchises for films, beginning with ‘83. We already have a head-start with ‘83 Believe’ merchandise and consumers have been very receptive to the product lines. We continue to build the brand further by adding a refreshed line-of-products with our licensees across fashion, home, stationery, mobile accessories, and more.”
Mahesh Bhupathi added, “Globally, there are several brands that celebrate the love for a certain sport and engage consumers who are passionate about those sports by offering them Lifestyle products that help them express themselves through merchandise. However, in our country, where we have a billion cricket-crazy fans, there is a void for a brand that celebrates cricket. Hence, our broad idea is to build the Brand ’83 Believe’ by launching.”