MAM
Laqshya Media turns WPL 2026 into a live entertainment spectacle
MUMBAI: Cricket stayed centre stage, but entertainment did the heavy lifting. Laqshya Media Group delivered one of the most ambitious fan-engagement showcases seen at the Women’s Premier League 2026, transforming DY Patil Stadium into a non-stop live spectacle and keeping crowds firmly in their seats between overs.
Entrusted with the entertainment and fan-engagement mandate for the first time, Laqshya executed a tightly choreographed programme that fused music, celebrity power and match-day precision. The result was packed stands, sustained energy and seamless transitions that never distracted from the cricket.
The standout moment came when Yo Yo Honey Singh strode in from the dugout alongside Harmanpreet Kaur and Smriti Mandhana, turning the ground into a full-blown concert. Jacqueline Fernandez followed with a high-energy performance, while a rolling line-up featuring Benny Dayal, Euphoria, Daler Mehndi, Sanju Rathod, Raja Kumari and Varun Dhawan, promoting Border 2, kept the tempo relentless.
Behind the scenes, coordination between BCCI’s on-ground teams and Laqshya’s execution crews ensured safety, timing and uninterrupted play, setting a new benchmark for mid-innings engagement in women’s cricket.
“Cricket will always remain the main hero, and that belief drives everything we do,” said Satyabrata Das, project head and chief alliance officer at Laqshya Media Group. “Our role is to complement the game with thoughtfully curated entertainment that enhances the live experience without overpowering it. WPL 2026 has shown that when cricket and entertainment are seamlessly aligned, fans choose to stay, engage, and celebrate together. This is a new, evolved way of building stadium culture in India.”
WPL 2026 has already clocked one of its strongest stadium turnouts, underscoring the growing pull of live women’s cricket. Laqshya now heads to Vadodara for the tournament’s next leg, with fresh innovations promised ahead of the February 5 finale.
Cricket may be the hero. Laqshya made sure the show never stopped.
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.
