MAM
Let principles govern, not rules: Sridhar
VARCA, GOA: In an increasingly shrinking world, an ad message not only needs to be precise but sensible as well. A certain amount of self regulation is required on part of the brand and the creative minds behind an ad campaign in order to maintain the parameters of decency and not to step outside the boundary wall, said Leo Burnett national creative director KV Sridhar (popularly called Pops).
“We are dealing with two things. First is the current scenario where print and TV dominate the ad landscape. In this case we may monitor and modify the objectionable ads. Second is the future where Internet or any other medium may dominate and we don‘t know yet whether we will be able to monitor/regulate the ads as we do now. It is better to be governed by principles than by rules,” Sridhar noted.
Speaking at Goafest 2012, Sridhar went on to compare the science of marketing to the art of flirting. If done with charm and panache, both parties involved will enjoy it and have a good time. If the act borders on crass or inappropriate, it is most likely to land the individual in trouble with a slap on his face. But if he crosses the lines of decency and respect, he may even land up in jail. The advertising scene today, according to Sridhar, falls in the second category and should employ self regulation not to crossover to the third and land in more trouble.
Every industry has two types of people – those who care and those who don’t. The former category will always be sensitive towards the interests of those around them. There is a need to be sensitive towards the multiple ethnicities, cultures and communities that co-exist in the world. It is not only the humans that one needs to be sensitive towards. Animals and environment also need to be considered in the same light.
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.
