Media veteran and former Viacom18 COO Raj Nayak has launched his latest ambitious initiative, House of IP, in strategic collaboration with YAAP Digital, a renowned digital content and influencer marketing agency. The newly announced venture aims to redefine the intellectual property (IP) landscape across entertainment, sports, and branded content by incubating and scaling original and impactful properties.

House of IP is positioned as a first-of-its-kind Event and Entertainment IP Venture Studio that will serve as a creative and strategic hub for building immersive and monetizable experiences. With a strong focus on entertainment formats, music festivals, sports content, digital innovation, and brand-led experiences, the studio aims to deliver cultural relevance while unlocking long-term value for stakeholders across the ecosystem.

The announcement was made through an official press release issued on July 21, outlining the company’s vision to transform how IPs are developed and sustained in an increasingly fragmented attention economy. The new venture intends to fill the growing demand for immersive, ownable content experiences that can cut through the noise and resonate with both audiences and brands.

“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,” said Raj Nayak, Founder of House of IP. “This venture is about building cultural properties that connect deeply with audiences while delivering real value to brands and platforms.”

The venture is further solidified by its partnership with YAAP Digital, bringing together Raj Nayak’s vast experience in content creation and execution with YAAP’s expertise in brand integration and digital ecosystems.

“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,” added Atul Hegde, Founder of YAAP. “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.”

House of IP aims to become the driving force behind India’s experience-first entertainment economy, translating bold creative ideas into sustainable and iconic cultural institutions. From conceptualization and brand building to content development and revenue generation, the studio will operate across the entire IP value chain.

The company is currently setting up its operational bases across key Indian metros—Mumbai, Delhi, and Bangalore—as well as in Dubai, signaling its global ambitions and readiness to collaborate with partners both in India and abroad.

With the launch of House of IP, Raj Nayak continues his journey of reshaping the media and entertainment industry—this time by building a legacy of powerful, brand-ready, culture-centric properties.