CXA: Cornerstone’s Bunty Sajdeh partners with Prarthana Ajmani’s Armour Entertainment
CXA is a next-generation entertainment and talent management agency.
Pitch Feature
Cornerstone, a leading brand and talent management company, and Armour Entertainment, helmed by industry professional Prarthana Ajmani, have announced a strategic partnership, marking a significant new phase in the long-term vision of both agencies. Actor Tiger Shroff has been onboarded as the first talent under this alliance.
The partnership gives rise to CXA, a new-age entertainment and talent management agency established as a strategic joint venture between Cornerstone and Armour Entertainment. Co-founded by Bunty Sajdeh and Prarthana Ajmani, CXA aims to deliver a structured, future-ready model for representation, brand building and long-term career management across entertainment, sport and allied verticals.
The collaboration underscores a renewed and sharper focus on the evolving entertainment and talent ecosystem at a time of industry transition. It reflects a shared intent by Sajdeh and Ajmani to build a streamlined, modern and integrated vertical that prioritises structure, longevity and sustained talent development across platforms and mediums.
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Bunty Sajdeh, CEO, Cornerstone, said, “If you look at Hollywood, the talent management ecosystem in the West has long been built on clearly defined and specialised skill sets—ranging from strategic, long-term brand and wealth creation to holistic talent management as a distinct industry. Both must work in tandem to drive meaningful outcomes. I’ve known Prarthana for many years and have always admired her professionalism and strategic thinking, so coming together on CXA was a natural decision.”
Prarthana Ajmani, CEO, Armour Entertainment, added, “With CXA, our focus is on building a system that is structured, future-ready and truly talent-first. Partnering with Cornerstone brings together two teams united by a commitment to excellence. On a personal note, Bunty’s strategic clarity and confidence in my vision have been instrumental in shaping this collaboration, and I’m excited to begin this journey together.”
