MAM
Movie Partnership PUBG – URI: The Surgical Strike
MUMBAI: Movie promotions broke new ground when URI: The Surgical Strike, produced by RSVP (Ronnie Screwvala Productions) Movies, became the first Indian movie to join hands with PUBG Mobile to launch a surgical strike on Pochinki, one of the largest and most popular towns in the game’s maps. The event, which was conceptualized and deployed by Publicis Entertainment, took place on 6 January 2019 with a large number of PUBG enthusiasts taking part.
Talking about the decision for the tie-up with the game, Pashan Jal, Marketing Head RSVP, said “The movie and the game were a natural fit as both are based on teamwork, precision, survival skills, remote communication, and strategy. What’s more the game has players being airdropped into Pochinki, just like our para commandos who did the surgical strike. With Uri: The Surgical Strike being the first big release of 2019 and PUBG Mobile being one of the top games in the world, we thought this was a match made in entertainment heaven. We feel proud that it is the first Indian film to tie-up with the game.”
Pranay Anthwal, Executive Director, Publicis Entertainment, said, “We have always tried to push the envelope when it comes to movie promotions. So, when RSVP movies gave us the brief for Uri, we knew that a regular installation or a fan-interaction activity won’t cut it. Our challenge was to dial up the surgical strike and the gameplay on PUBG was completely in sync with the action in the movie. And since millions already play the game, we thought of getting Vicky Kaushal, the lead of the movie, to play the game and talk us through the experience of making the movie.”
Speaking about the activity, Saurabh Mankhand, Vice President & Business Lead of the Campaign said, “The brief was clear – dial up the mission and help fans experience a para commando’s journey during the strike. Through our research, we found out that PUBG Mobile was a platform that matched most of our requirements. The gameplay resembled a surgical strike – being airdropped into danger, strategizing survival, teamwork, combat style – and thus was a natural fit. To further amplify the activity, we got Vicky Kaushal to play the game live with the top gamers, and other players who were selected through a contest.
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.
