MAM
Nargis Fakhri to endorse Reebok
MUMBAI: International premium fitness brand Reebok on Monday announced that it has signed up Bollywood actor and fitness icon Nargis Fakhri as its women’s fitness ambassador to reinforce its commitment to women fitness enthusiasts in India.
Nargis will represent the brand for their ‘Studio’ category, an innovative line of products focused on dance, aerobics and yoga designed especially for the women consumers.
Talking about the association, Adidas Group India MD Erick Haskell said, “Through our recent association with John Abraham as the brand’s new men’s fitness ambassador and now with Nargis Fakhri coming on board as the women’s ambassador, we aim to engage the customer at every touch point and encourage them to adopt the philosophy of Fit for Life.”
Sharing her thoughts, Nargis said: “Being fit is not just about working out and looking good, it’s about having a positive attitude, making the right fitness choices and participating in activities one enjoys. I am looking forward to this association and hope to build a positive momentum for the brand and for women’s fitness in India.”
Reebok’s other high profile brand ambassadors include ace cricketers Captain MS Dhoni, Gautam Gambhir, Unmukt Chand, hockey majors Sandeep Singh and Sardar Singh, fitness trainers Piyush Pandey and Dheepesh Bhatt and Bollywood actor John Abraham.
Studio is a new collection of women shoes which targets fitness freaks who practice dance, aerobics and yoga. Adidas Group India‘s MD Erick Haskell revealed that the new collection symbolises aspiring and fun loving personas and hence Nargis has been signed for this product.
Brands
Perfetti Van Melle names BWO as Chupa Chups licensing partner in India
Partnership expands iconic confectionery brand into lifestyle categories
MUMBAI: Perfetti Van Melle has appointed Black White Orange Brands Pvt. Ltd. as the official licensing agent for its iconic Chupa Chups in India, marking a push to extend the brand beyond sweets into lifestyle categories.
Under the agreement, Black White Orange will develop and manage the licensing programme across segments such as apparel, accessories, home goods, personal care and back-to-school products. The move signals a broader strategy to tap into India’s growing appetite for brand-led consumer products.
Known for its colourful identity and instantly recognisable logo created by Salvador Dalí, Chupa Chups has evolved into a global pop-culture icon. The India licensing programme aims to translate that playful appeal into products tailored for local consumers.
Perfetti Van Melle area licensing manager Anna Amat said the partnership would help unlock opportunities beyond confectionery, adding that the company sees strong potential for the brand’s expansion in India.
Black White Orange Brands Pvt. Ltd. co-founder and COO Mitali Desai noted that the focus will be on building a visually distinctive and design-led licensing portfolio that reflects the brand’s playful identity.
With India’s retail landscape evolving rapidly, the partnership is expected to drive collaborations with manufacturers and retailers across fashion, lifestyle and gifting segments. Product rollouts are likely to begin in phases through key distribution channels.
As global brands look to deepen their footprint in India, Chupa Chups’ move from candy counters to lifestyle shelves could add a fresh pop of colour to the market.
