Business
The Story of India’s Brand Licensing
From licensing global powerhouses to launching homegrown pop culture brands, BWO is redefining the future of brand storytelling.
BWO is such a unique name! Can you tell us the story behind it and how it reflects your company’s philosophy?
BWO stands for Black White Orange, a tribute to the two brands that shaped our journey in brand licensing and IP management—Cartoon Network (Black & White) and Nickelodeon (Orange). These brands were our foundation, and we wanted our name to reflect that legacy while staying true to our roots. BWO is more than just a name—it represents our deep connection to creativity, storytelling, and innovation, driving us to build something uniquely our own while honouring where we began.
As India’s leading brand licensing company, what inspired you to start BWO, and how has the journey evolved since its inception?
BWO was born from a passion for storytelling and the potential of brand licensing in India. With experience in managing major global brands, we recognised a gap in the market where India’s appetite for pop culture was not being fully met. Our mission from the start has been to build a company that creates cultural movements around brands rather than just executing deals. We’ve brought iconic global brands to India, developed original IPs, and launched A47, India’s first home-grown pop culture brand. Our focus has expanded to sports, fashion, animé, and beyond, as we believe brand licensing is about storytelling and community. As India’s leading licensing company, we aim to connect people with the brands they love in meaningful ways.
You work with some of the most iconic global and Indian brands, like NBCUniversal, Hasbro, and Baahubali. What’s your approach to building long-term partnerships with such diverse licensors?
We consider ourselves brand custodians and long-term partners in storytelling, focusing on building lasting relationships with global and Indian licensors like NBCUniversal, Netflix, and Baahubali. Our approach is anchored in three pillars: strategic vision, deep market understanding, and a passion for brand-building. We tailor licensing programs to unlock each brand’s unique potential in India, ensuring they create a cultural impact. By blending data-driven insights with creative storytelling, we develop programs that resonate with Indian consumers and foster fandom evolution. We immerse ourselves in every brand’s legacy and future, building long-term narratives that inspire and grow, rather than just executing deals.
BWO manages every aspect of licensing, from strategy to retail. How do you ensure consistency and creativity across such a wide range of services?
We balance strategic precision with creative storytelling to ensure consistency and innovation across all licensing aspects. Our in-house teams work seamlessly, adapting each brand’s unique DNA while staying ahead of market trends. We see licensing as more than just products—it’s about storytelling, community, and culture. Whether managing global icons or home-grown brands, our goal is to create meaningful brand experiences that resonate, engage, and build lasting fandoms.
Your creative vertical offers services like brand identities, retail concepts, and packaging design. How does this arm of BWO complement your licensing business?
Our biggest strength has always been our ability to creatively visualise a licensing program like no one else. Not to sound pompous, but we probably have some of the best creative talent when it comes to developing visual assets for IPs and bringing them to life on products through stunning style guides. Many brands, especially those with little or no creative assets, need a strong visual foundation to succeed in licensing. This is where we excel—crafting brand identities, graphics, design language, retail concepts, and packaging that not only look great but also resonate with consumers.
Managing global brands like Discovery Inc., Animal Planet, DragonBallZ, and Mr. Bean requires extensive localisation. How do you balance staying true to the brand’s essence while adapting it for Indian audiences?
We believe the best localisations are the ones that feel natural, authentic, and seamlessly connected to both the brand and the audience. A great example of this is how we brought together Kung Fu Panda and Hardik Pandya, a collaboration that felt almost destined to happen. Hardik is fondly called KungFu Pandya by fans due to his dynamic playing style and fun-loving personality, making him the perfect fit for a crossover with Kung Fu Panda. We built an entire 360-degree licensing and marketing campaign around this connection—creating exclusive merchandise, dynamic storytelling-driven content, and on-ground activations that blended Hardik’s brand with the beloved animated icon. From customised apparel to social media buzz and engaging fan interactions, every touch point was designed to resonate with both cricket and animation fans. The result? A collaboration that felt organic, entertained audiences, and elevated both the Kung Fu Panda franchise and Hardik’s brand in a way that was both commercially successful and culturally impactful.
