Filmfare, Femina ink deal for brand extensions

07 Apr,2014

By A Correspondent


Mumbai-based brand management and licensing firm Dream Theatre Pvt Ltd has entered into a partnership with The Times of India Group to take its magazine brands Filmfare and Femina toward brand extensions after this unique arrangement.


Jiggy George

Commenting on this deal, Jiggy George, CEO and founder of Dream Theatre Pvt. Ltd. Said: “We are thrilled to partner with Times Group on their iconic brands of Femina and Filmfare. This ushers in a new era in licensing in India and opens up new and exciting prospects for partnering with and leveraging Femina and Filmfare in hitherto unexplored products and services.”


The Indian licensing market is valued at $450 million at retail and now has a further fillip with the growth of publishing licensing, notes a communique, adding: “The avenues for brand extensions for both magazines are enormous and across sectors. The entertainment magazine Filmfare, having stood for the best of cinema and film personalities is a valuable proposition for forays such as restaurants, cafes, apparel, gifts and themed entertainment. On the other hand, Femina has been the voice of the changing, modern Indian woman and its brand extensions will be intriguing too. From the rapidly changing fashion and accessory market to women’s lifestyle and personal care products, there are a number of doors to open.”


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