MAM
Ignite Mudra to handle IMS creative duties
MUMBAI: Ignite Mudra has won the creative duties for Interactive Manpower Solutions (IMS). Founded in 2006, IMS works in the area of providing staffing and manpower solutions.
Says IMS CEO Amit Somaiya, “Ignite Mudra has a proven track record of building brands. Also, they seem to understand the business perspective with respect to our industry, which is very critical in these changing times. For a client, an agency no more is the same old conventional outfit. It has much more to deliver in terms of value.”
Ignite Mudra head Chandan Nath said, “It’s great to have IMS as our client. They are part of an industry that is fast growing and dynamic. Since the inception of the agency in July 2009, this has been one of the many additions to our portfolio from industries as varied as electronics to publishing and even alcoholic beverages.”
Ignite Mudra recently won the creative duties for Divya Bhaskar. Its other clients include Paras Pharma, Electrotherm, Zydus Wellness, Nirma, Nilons, Okaya group, Adani Wilmar, Safal Infrastructure, Sintex and Vinsura.
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.
