Raj Nayak’s ‘House of IP’ Wants to Redefine How Brands Entertain, Engage, and Earn

Raj Nayak has returned with a bold new venture that blends storytelling, experience creation, and brand innovation. In partnership with YAAP Digital, he has officially launched House of IP, an Event and Entertainment IP Venture Studio that aims to create, curate, and commercialise original and co-developed properties across a wide spectrum of formats. These include entertainment, sports, music festivals, digital experiences, and branded cultural moments.

House of IP is designed to meet the growing demand for immersive, ownable brand properties in an era where traditional advertising struggles to cut through fragmented attention spans and content overload. From the outset, the studio will serve as both an incubator and a strategic partner, working with creators and companies to conceptualise new formats and scale existing IPs into full-fledged, revenue-generating properties.

At the core of this new venture is the collaboration between two distinct but complementary strengths. Raj Nayak brings his deep expertise in media, content strategy, and event execution, shaped over decades of experience including his leadership role as COO of Viacom18 and as founder of House of Cheer. YAAP brings its edge in influencer marketing, digital ecosystems, and content monetisation. Together, the partnership is built to cater to a landscape where brand-building now requires more than just campaigns. It needs culture, connection, and continuity.

House of IP is already setting up operational bases in Mumbai, Delhi, Bangalore, and Dubai, signalling its intention to operate across key creative and commercial hubs. The vision is to work closely with creators, platforms, and brands, ensuring that each IP is not just entertaining but also capable of long-term monetisation through sponsorships, licensing, content extensions, and community engagement.

According to Raj Nayak, today’s consumer is flooded with content, but still craves experiences that feel real, consistent, and personal. He believes that the age of scalable intellectual properties is not coming, it is already here. Brands want more than just momentary attention. They want cultural relevance and sustained recall. That is where House of IP steps in.

Atul Hegde, founder of YAAP, echoed this sentiment, adding that the future of digital engagement lies in IP-driven brand ecosystems. He described House of IP as a natural extension of YAAP’s belief in creator-led, audience-first storytelling. By combining digital DNA with legacy storytelling experience, the partnership is positioned to help brands create something more lasting than a thirty-second ad.

This move also comes at a time when brands are investing heavily in experiential marketing, influencer-led events, and live activations that offer both emotional depth and shareability. The opportunity to build ownable moments and recurring experiences is greater than ever, and House of IP aims to lead that change with a playbook that is part strategy, part showbiz, and all about scale.

As the industry moves towards deeper audience engagement and branded content with narrative value, ventures like House of IP could play a pivotal role in shaping what the future of marketing looks like. Not just more content, but content that becomes property. Not just more reach, but reach with repeat value. And not just more brand moments, but brand movements.

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