Mumbai, October 5, 2026: Actor, mimicry artist and digital creator Zuber Zooby has ventured into the consumer products space with the launch of i-Cool Perfume, a new fragrance and lifestyle brand marketed by Reliable Brands LLP.
Inspired by Zooby’s popular catchphrase, “Ay Sufiyan, i-Cool laa re,” which has become closely associated with his digital content, i-Cool seeks to transform creator-led cultural recognition into a consumer brand proposition. The launch marks Zooby’s move from digital entertainment into the consumer space, leveraging his distinctive content identity and audience connect to build a new lifestyle brand.
Adding to the launch was the participation of more than 40 content creators from across India’s digital ecosystem. The gathering highlighted the growing influence of creator communities in shaping, discovering and amplifying new consumer brands, while positioning i-Cool as a brand built at the intersection of entertainment, culture and digital communities.
The event brought together several prominent digital creators and entertainment personalities, including Team07, Saqib Ayub, Sameer Fire Boy, Rizxtar – The Real Indian Joker, Arhan Ansari, Chand 07, Sameer Muni, Naeem Shaikh ThatBombayGuyy, Virat Kohli’s first copy, Jr Pushpa Bhai, Jr Dr Mashoor Gulati and Baba Khan, among others.
With i-Cool, Zooby aims to build on the cultural familiarity of his digital persona while creating a consumer proposition that can extend beyond content and into the everyday lifestyle of his audience.
i-Cool made its official debut on October 3, 2026, at Sanabil Banquet in Mumbai, with the launch of its first fragrance, Frozen Wave, marking the brand’s entry into the fast-growing fragrance and personal care category.
The launch reflects a broader shift in which digital creators are increasingly extending their audience relationships beyond content and into consumer products. For i-Cool, the strategy is to leverage an already familiar creator-led identity as the foundation for building a standalone brand across categories.
From a catchphrase to a consumer brand
The idea behind i-Cool originated from the recurring expression “Ay Sufiyan, i-Cool laa re”, which became closely associated with Zuber Zooby’s digital content.
Rather than treating the phrase simply as a content property, Zooby and Reliable Brands saw an opportunity to build a consumer proposition around the name and its association with freshness, personality and attitude.
Ecstatic about its i-Cool Perfume Brand Launch, Zuber Zooby said: “’Ay Sufiyan, i-Cool laa re’ started as something I said in my content, and over time people began associating i-Cool with me. Turning that connection into a real consumer brand is a very special moment. Frozen Wave is the first step, and our ambition is to build i-Cool into something much bigger over time.”
The brand’s positioning is captured in its philosophy: “COOL ISN’T A TEMPERATURE. IT’S AN ATTITUDE.”
Frozen Wave marks the brand’s first product
i-Cool’s first offering, Frozen Wave, is a 50 ml Extrait de Parfum positioned as a premium everyday fragrance.
The fragrance has been developed around the idea of freshness and sophistication, using premium fragrance oils and designed to offer a long-lasting fragrance experience.
The launch of Frozen Wave is intended to serve as the first product in a broader portfolio, with i-Cool looking to explore additional products, collections and consumer experiences as the brand develops.
Naeem Shaikh, Co-founder – Reliable Brands LLP, which markets i-Cool, said: “The opportunity with i-Cool lies in the strength of the connection that already exists between the name and its audience. We wanted to take that familiarity and build it into a consumer brand with relevance beyond content. Frozen Wave is our first expression of that vision. Our focus now is on building the brand thoughtfully, expanding across relevant categories and creating products that retain the personality behind i-Cool.”
Building beyond the creator economy
The launch comes at a time when creator-led businesses are moving beyond traditional influencer marketing towards ownership of consumer brands, intellectual property and product-led businesses.
With i-Cool, the ambition is to build a brand that can eventually operate independently of a single piece of content or catchphrase, while retaining the cultural familiarity that helped establish its identity.
The brand plans to use fragrance as its initial entry point before exploring opportunities across lifestyle and consumer categories.
About i-Cool
i-Cool is a fragrance and lifestyle brand inspired by the popular “Ay Sufiyan, i-Cool laa re” expression associated with actor, mimicry artist and digital creator Zuber Zooby.
The brand has entered the market with Frozen Wave, a 50 ml Extrait de Parfum, with plans to explore additional products, collections and experiences across lifestyle and consumer categories.
i-Cool is marketed by Reliable Brands LLP.
About Reliable Brands LLP
Reliable Brands LLP is a consumer-focused organisation building brands across lifestyle, personal care, home and consumer categories. The organisation focuses on developing products that combine consumer relevance, quality and distinctive brand identities.
