Raj Nayak, founder, House of Cheer, and former chief operating officer, Viacom18, has announced the launch of House of IP, in partnership with YAAP Digital.

House of IP aims to create, curate and scale intellectual properties across entertainment, sports, music festivals, digital formats and branded experiences. 

The studio will incubate original IPs and collaborate with existing IP owners to offer strategic advisory, brand building, content development, and revenue monetisation.

Nayak said, “At a time when content is fragmented, attention spans are shrinking, and brands are seeking more immersive and ownable experiences, the need for strong, scalable IPs is more urgent than ever. This venture is about building cultural properties that connect deeply with audiences while delivering real value to brands and platforms.”

Atul Hegde, founder, YAAP, said, “At YAAP, we’ve always believed in the power of IPs to build lasting brand equity. Partnering with Raj to launch House of IP is a natural extension of our vision. With his creative leadership and our digital-first DNA, we’re excited to co-create iconic, scalable properties that will redefine how brands engage with culture and communities.”

The company is in the process of setting up offices across Mumbai, Delhi, Bengaluru and Dubai.