MAM
Glitch launches its new age content division Flux@The Glitch
MUMBAI: Glitch, the Digital first creative agency (an independent brand under GroupM), has launched Flux@The Glitch, a specialized new age content division. Flux is a content development and production hub that works in a unique structure built for the modern creation needs of brands around the world. Saransh Agarwal is being elevated to lead content strategy & business for Flux and will report to Varun Duggirala, Content Chief @The Glitch.
Flux@The Glitch will have two distinct verticals to service the content requirements of clients.
Creator Lab will be an unique incubator for content creators, brands and platform partners or in short, Tinder for branded content. Content Studio & Hub will focus on the long term requirements for brands who have an ‘always on’ approach towards content. This can range from micro content, especially for ecommerce models, to long form content that is driven by data and insights.
Speaking on the launch Content chief @The Glitch, Varun Duggirala said,
“Over the last 8+ years, we have always relied on a core brand insight driven strategy to build brands across platforms and consumers. It is this very thought process that has helped us create effective branded content as a core part of a brand’s value chain, and we have used that learning to come up with an effective yet fluid system that works for brands, for consumers, for creators and for platforms. The beauty of a fluid model is that it will always be in Flux because the world of content changes every day.”
GroupM, Chief Strategy Officer, Tushar Vyas added,
“Flux will be empowering brands by providing powerful meeting point between the consumer and the brand across diverse touchpoints- this brings in a unique layer augmenting GroupM’s capability in consumer insight, planning and activation. Flux will work closely with GroupM Agencies to deliver effective and engaging content solution for our clients across GroupM in India and beyond.”
Over the last 8+ years The Glitch has been one of the first movers in the Digital Branded Content space and has created successful branded content campaigns across a vast array of clients encompassing FMCG, Entertainment & OTT, Auto amongst other categories.
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.
