MAM
Creativeland Asia wins Cinthol’s creative biz
MUMBAI: Creativeland Asia has won the creative mandate of Godrej‘s personal care brand Cinthol.
The agency will be working on the rebranding of Cinthol. It will be offer fresh thinking while making it relevant for today‘s consumer and their needs.
Creativeland Asia founder and creative chairman Sajan RaJ Kurup said, “Godrej has shown immense faith in Creativeland Asia. Working on Godrej Expert was an interesting challenge and the response from our client-partners has been very encouraging. Taking this partnership ahead, I am excited to work on Cinthol. Right from the 1980s, Cinthol has been an iconic brand. We all remember the days when popular celebrities such as Vinod Khanna. We need to simply recreate the magic and the stature Cinthol enjoyed in the past.”
Godrej Consumer Products head sales and marketing Sunil Kataria added, “Creativeland Asia has a fresh and creatively unique approach to brands. Cinthol is an iconic brand. We look forward to a strong association with Creativeland Asia as we work towards unlocking Cinthol‘s immense potential.”
Creativeland Asia has also worked on Godrej Expert.
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.
