MAM
ASICS keeps Delhi on the run with marathon tie-up and new Cumulus
Third year at New Delhi Marathon sees ASICS lace up with GEL-CUMULUS 28.
MUMBAI: One step, many miles. ASICS is back on familiar ground, announcing the third year of its association with the Cognizant New Delhi Marathon for the 2026 edition, while also unveiling the GEL-CUMULUS 28 as the hero running shoe for the event.
As official sports goods partner, ASICS continues to double down on India’s growing distance-running culture, using the marathon platform to deepen engagement with everyday runners and promote its long-standing philosophy of a sound mind in a sound body. The association is anchored in the brand’s ‘Move Your Body, Move Your Mind’ campaign, brought alive through seasoned New Delhi Marathon runners and their long-term running journeys.
At the centre of this year’s collaboration is the GEL-CUMULUS 28, a globally recognised everyday performance shoe known for its balance of cushioning and versatility. The latest version offers enhanced softness, responsiveness and stability, aimed at supporting runners through both high-mileage training blocks and race-day efforts. The shoe features FF BLAST MAX cushioning for improved energy return, PureGEL technology under the heel for shock absorption, an engineered mesh upper for breathability, and a FLUIDRIDE outsole designed for smooth transitions and dependable traction. It is optimised for neutral runners looking for an effortless, consistent ride.
Alongside footwear, ASICS has also revealed the Cognizant New Delhi Marathon race-day look. The lineup includes high-performance apparel featuring ACTIBREEZE technology, ROAD 2-IN-1 5IN shorts, NAGINO Run adjustable tights, and accessories such as breathable running caps and socks. The collection is designed to improve airflow, comfort and focus, supporting runners from training sessions through to race morning.
ASICS managing director India and South Asia Rajat Khurana said the partnership reflects the increasing maturity of India’s running ecosystem, where athletes are placing greater emphasis on consistency, injury prevention and overall wellbeing. He added that the brand’s continued presence at the marathon underscores ASICS’ long-term commitment to supporting runners at every stage of their journey through innovation, community initiatives and retail expansion.
From the organiser’s side, NEB Sports Entertainment Pvt. Ltd., CMD Nagaraj Adiga said partnering with ASICS for the 2026 edition strengthens the marathon experience by giving runners access to quality products, knowledge and support systems that help improve performance across categories.
Beyond race day, ASICS plans to roll out a series of runner-focused initiatives around the Cognizant New Delhi Marathon 2026, including community runs, training support programmes, recovery-led activations and digital engagement platforms. The aim is to stay connected with runners well before and after the starting gun goes off.
The GEL-CUMULUS 28 is available across ASICS exclusive brand stores, select multi-brand outlets and online platforms in India, as the brand continues to build momentum in a country that is increasingly finding its stride.
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Abhay Duggal joins JioStar as director of Hindi GEC ad sales
The streaming giant brings in a seasoned revenue hand as the battle for Hindi television advertising heats up
MUMBAI: Abhay Duggal has a new desk, and JioStar has a new weapon. The media and entertainment veteran has joined JioStar as director of entertainment ad sales for Hindi general entertainment channels, adding 17 years of hard-won revenue experience to one of India’s most powerful broadcasting operations.
Duggal is no stranger to big portfolios or bruising markets. Before joining JioStar, he spent a brief stint at Republic World as deputy general manager and north regional head for ad sales. Before that, he put in three years at Enterr10 Television, where he ran the north region for Dangal TV and Dangal 2, two of India’s leading free-to-air Hindi channels. The north alone accounted for more than 50 per cent of total channel revenue on his watch, a number that tends to get attention in any sales meeting.
His longest stint was at Zee Entertainment Enterprises, where he spent over six years rising to associate director of sales. There he commanded the Hindi movies cluster across seven channels, owned more than half of north India’s revenue across flagship properties including Zee TV and &TV, and closed marquee sponsorships across the Indian Premier League, Zee Rishtey Awards and Dance India Dance. He also handled monetisation for the English movies and entertainment cluster and the global news channel WION, a portfolio that would stretch most sales teams twice his size.
Earlier in his career Duggal closed what was then a Rs 3 crore single deal at Reliance Broadcast Network, one of the largest in Indian radio at the time, before that he helped launch and monetise JAINHITS, India’s first HITS-based cable and satellite platform.
His edge, by his own account, lies in marrying data and instinct: translating audience trends, inventory signals and client demands into long-term partnerships built on cost-per-rating-point discipline rather than short-term deal chasing. In a media landscape being reshaped by streaming, fragmented attention and AI-driven advertising, that kind of rigour is increasingly rare and increasingly valuable.
JioStar, which blends the scale of Reliance’s Jio platform with the content firepower of Star, is doubling down on its advertising business at precisely the moment the Hindi GEC market is getting more competitive. Bringing in someone who has spent nearly two decades doing exactly this, across some of India’s most watched channels, is a pointed statement of intent. Duggal has spent his career turning audiences into revenue. JioStar is clearly betting he can do it again, and bigger.
