Cornerstone, one of India’s leading brand and talent management companies, and Armor Entertainment, led by Prarthana Ajmani, have announced a strategic partnership, marking a new phase in the long-term plans of both agencies. As part of the alliance, Bollywood actor Tiger Shroff has been signed as the first talent.
Cornerstone Announces CXA, a ‘New Age Entertainment and Talent Agency’ Led by Bunty Sajdeh and Prarthana Ajmani
The collaboration points to a renewed focus on the evolving entertainment and talent ecosystem at a time of industry change. It reflects a joint effort by Bunty Sajdeh and Prarthana Ajmani to create a streamlined and integrated setup, with an emphasis on structure, long-term growth and consistent talent development across all platforms.
Cornerstone and Armor together add their respective strengths. Cornerstone’s experience in developing and establishing talent in sports and entertainment complements Under Armor Entertainment’s management approach, supported by Prarthana Ajmani’s industry experience and professional network built over years of working with leading actors. This partnership brings together complementary capabilities with the aim of creating a cohesive ecosystem focused on credibility, brand development and comprehensive talent management.
Bunty Sajdeh, CEO of Cornerstone, said, “Look at Hollywood and you will see how the talent management approach has always worked in the West. There are unique skill sets that are clearly defined strategic, long-term brand and wealth building as well as niche talent management which is an industry in itself when done right and holistically. Both are equally important and must work hand in hand to ensure maximum output. I have known Pray for many years and have always admired his professionalism and strategic mindset. So when the opportunity came I jumped at the chance, it was an easy decision.
Under Armour’s CEO Prarthana Ajmani said, “With CXA, we are building a system that is structured, future-ready and truly talent-first. The partnership with Cornerstone brings together the strengths of two excellence-driven teams. On a personal level, Bunty’s strategic clarity and confidence in my abilities have been the key driving forces in this collaboration. I am thrilled to embark on this journey with him.”
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