‘83 Believe’ by Reliance Entertainment, Phantom Films and Mahesh Bhupathi’s Swag Fashion Becomes First Film Merchandising Brand in India

Inspired by 83, a Kabir Khan film, merchandise brand ‘83 Believe’ is now valued at over INR 200 million — the widest consumer product range across multiple categories launched by any film-based property in India.

Reliance Entertainment and Phantom Films had teamed up with Tennis Legend Mahesh Bhupathi’s Swag Fashions Hub Pvt. Ltd., a pioneer in Licensing & Merchandising business, a year ago, to create a unique fashion and lifestyle brand inspired by Kabir Khan’s 83.

The brand ‘83 Believe’ offers cricket-themed merchandise inspired by the Indian Team’s victory in the 1983 Cricket World Cup.

The merchandise has already recorded unprecedented successful sales even before the release of the film 83, which is slated to hit the screens on 4 June, 2021, worldwide.

Pleased with the 83 Believe’s success, Kabir Khan, said, “India’s glorious 1983 Cricket World Cup story is undying, holding a special sentiment in every Indian’s heart. The response from the fans has been phenomenal. The brand stands for Cricket and celebrates its glorious heritage. It’s heartening to see 83 Believe connect with fans everywhere in the country.”

Mahesh Bhupathi shared, “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 categories in Fashion and beyond. 83 Believe will fill the void for a Cricketing-based lifestyle Brand.”

Shibasish Sarkar, Group CEO, Reliance Entertainment said, “Reliance Entertainment is focussing on strengthening its L&M business and building formidable franchises for films, beginning with 83. We already have a robust 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 refreshed line-of-products with our licensees across fashion, home, stationery, mobile accessories and more.”

The Licensing & Merchandising program for ‘83 Believe’, a brand that brings cricketing merchandise to fans, offers a wide range of products such as apparel, clothing accessories, home furnishings, pillows, crockery, furniture, travel bags, backpacks, drink ware, wall-decor, clocks, face masks, mobile accessories, writing instruments, office stationery, gifting products, leather accessories, financial products, etc.

With ‘83 Believe’, Indian cricket buffs, who wear their hearts on their sleeve, will get a chance to express a gamut of emotions like joy, pride, nostalgia and more. When you marry cricket with India’s other religion, Bollywood, you certainly have a winner in your hands!


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