House of X recently launched its first brand with rapper King; the duo is eyeing an annual recurring revenue of Rs100 crore in 24 months
Indian rapper King’s perfume brand Blanko and Raj Shamani’s House of X are classic examples of creators turning entrepreneurs. Leveraging their audience and fan base built over the years, the duo identified the right products to get closer to their fans and also latch on to new audiences. In April, House of X teamed up with Indian popstar King to launch its first ever brand, Blanko. With this personal care brand, the digital entrepreneurs want to give access to quality grooming products to every individual. On day one of the launch, they claim, Blanko had sales of Rs20 lakh with a footfall of 80,000 visitors. And in just three months since the launch, Blanko hit Rs1 crore per month in revenue and has managed to sell over 20,000 units.
Now here’s where influencer marketing comes into play. Shamani and King used marketing tactics like hype-marketing, meme-marketing, topical marketing and influencer engagement on social media platforms to create a buzz about the brand. The brand launch was widely intensified across King, Shamani, and House of X’s social media platforms, which was organically picked up by the creator, investor and consumer universe.