MAM
Brics Educational Film and Media Association appoints Syed Sultan Ahmed as vice-president
Indian education reformer to boost film and media learning across Brics
NEW DELHI: The Brics Educational Film and Media Association has appointed Syed Sultan Ahmed as its Vice-President, signalling a renewed push to strengthen educational film, media literacy and cross-border school collaboration across Brics and Brics+ nations.
Ahmed becomes the first Indian educator to actively support Befma’s expansion across the growing Brics+ network. In his new role, he will steer strategic programmes aimed at building a more inclusive and innovative media education ecosystem, enabling educators and students to not only consume content thoughtfully but also create it with confidence and global relevance.
“I’m honoured to join Befma at a moment when film and media are becoming vital tools for education and global conversation,” said Ahmed. “I look forward to working with educators, filmmakers and young creators across Brics to expand access, deepen media literacy and give learners the means to tell their own stories to the world.”
Ahmed is widely regarded as a pioneer at the intersection of cinema and education. An education reformer, social entrepreneur and Indian National Award-winning filmmaker, he has spent more than two decades weaving life skills and storytelling into school leadership and curriculum design.
He currently serves as chairperson of The Association of International Schools of India, where he works closely with international curriculum schools to strengthen governance and professional development. He is also the founder and chief learner of LXL Ideas, the organisation behind School Cinema, a film-based pedagogy that integrates curated films into school timetables to teach empathy, emotional intelligence and global awareness. The initiative has reached millions of students across countries.
In addition, Ahmed curates the School Cinema International Film Festival, bringing global cinema into classrooms and encouraging young people to engage critically and creatively with the world around them.
His creative credentials are equally impressive. Ahmed has received seven National Film Awards from the president of India, including honours for Best Educational Film, Best Film on Family Values and Best Film on Sports. His films have travelled to more than 575 international film festivals, earning acclaim for blending artistic storytelling with educational purpose.
With Ahmed stepping into a global leadership role at Befma, the message is clear: in a world shaped by screens, the classroom is no longer confined to four walls. Through film and media, it can stretch across borders, languages and cultures, bringing learners closer to the world and to one another.
Brands
Reebok partners with Jerai Fitness for gym equipment in India
Long-term deal to manufacture and distribute Reebok-branded fitness products from April 2026.
MUMBAI: Reebok is pumping up its presence in India and this time, it’s bringing serious muscle to the gym floor. Jerai Fitness Limited, an Indian manufacturer with over three decades of experience in fitness equipment, has announced a first-of-its-kind long-term partnership with Reebok. Under the agreement, Jerai Fitness will manufacture and distribute Reebok-branded gym equipment across India and neighbouring countries including Sri Lanka, Bangladesh and Nepal. The products will be available from 1 April 2026.
The collaboration combines Jerai Fitness’ fully automated, technology-driven manufacturing facility with Reebok’s global brand legacy to redefine the fitness equipment ecosystem in the region.
Jerai Fitness Limited chairman & managing director Rajesh Rai said the partnership leverages advanced manufacturing capabilities to deliver high-quality products tailored to market needs.
Authentic Brands Group EVP of Reebok Steve Robaire noted that India is a dynamic and fast-growing fitness market. “Jerai Fitness brings the manufacturing expertise and local insight needed to deliver high-quality, performance-driven equipment at scale,” he said.
The partnership will introduce a comprehensive commercial range covering cardio, free weights, and high-end home-use equipment under two distinct series. All products adhere to international standards, including ISO 9001:2015, ISO 14001:2015, ISO 45001:2018, ASTM certifications, and European safety standards EN ISO 20957-1:2013, EN 957-2:2003 and EN 957-4:2006.
Jerai Fitness’ manufacturing facility features fully automated production systems and dedicated storage infrastructure. As of 31 August 2025, it had an installed annual capacity of 21,000 units.
The Reebok-branded equipment will be available pan-India through Jerai Fitness showrooms and official websites jeraihomegym.com and jeraifitness.com.
In a market where fitness goals are rising faster than dumbbells, this partnership gives Reebok the local strength it needs while giving Jerai Fitness a powerful global brand to flex. For Indian fitness enthusiasts and gym owners, the workout just got a stylish upgrade.
