Reliance Entertainment, Phantom Films and Swag Fashion have come together to create a unique fashion and lifestyle brand inspired by the film '83'. The brand will offer cricket-themed merchandise inspired by the Indian Teams victory in the 1983 World Cup. 

Swag Fashion Hub Private Limited `SFHPL` is making its mark in the emerging Brand Licensing Space. With multiple influencer partnerships, SFHPL has established itself as the single largest platform for incubating, building and transforming celebrity/media brands into Mega Consumer IP with multiple influencer partnerships.

On this development, film director Kabir Khan said, `Few films get a chance to create a sense of legacy and I'm happy that 83 has inspired something that has never been done before and create something memorable that will live beyond the film.` Speaking about the tie-up, Tennis Legend Mahesh Bhupathi, the founder of Swag Fashion said, & quot; Brand 83, #83Believe is a unique opportunity with cricket and Bollywood coming together. We feel there is a void in India for a cricketing-led lifestyle brand. We have some very credible partners like Spykar, Tissot, @home retail, Kotak and Supersox, who will take the brand to market and we look to build on it from there & quot; Shibasish Sarkar, Group CEO, Reliance Entertainment, says, `Our film is an endeavor for the young generation to relive the historic moment of national pride with the Indian team's cricketing victory in 1983. The lifestyle & merchandising brand extension will allow them to own the moment and take it home.`

The film '83' will bring the glory of Indian Cricket's historic win in the 1983 World Cup to the big screen on 10th April 2020 in Hindi, Tamil &a Telugu.