MAM
Puma signed on Chitrangada Singh as brand ambassador
MUMBAI: Global sport lifestyle brand Puma has roped in Bollywood actor Chitrangada Singh as brand ambassador for its ‘running and fitness’ category.
The actor was present to flag off ‘Puma Faastest Indian’ at Mumbai – the search for the ‘Faastest’ men and women runners in India.
Puma has launched Singh in its latest campaign called ‘Move Faas’ which can be seen across Puma stores in India.
Singh said, “I’m thrilled to be the fitness and running brand ambassador for Puma. Puma is a perfect amalgamation of sport and style. It has set itself apart in the country through its designs, colours and approach. Fitness is gaining popularity in the country and Puma’s ‘Faastest Indian’ will take it to the people in the country in their unique, uber cool style.”
Puma South Asia managing director Rajiv Mehta added, “Running and Fitness is an important category for us and we’re excited to have Chitrangada Singh as our brand ambassador for the range. She comes from an army background so sports was an integral part of her growing up days.”
Brands
ZEEL transfers syndication business, invests Rs 505 crore in IP push
Restructuring, stake buy and FCCB moves signal sharper content strategy
MUMBAI: In the content economy, owning the story is half the battle monetising it is the real game, and Zee Entertainment Enterprises is doubling down on both. The company has approved the transfer of its syndication and content licensing business to its wholly owned subsidiary ZI-IPR Enterprises, alongside an investment of Rs 505 crore aimed at strengthening its play in content intellectual property (IP) acquisition, management and monetisation. The move, effective April 1, 2026, will see the business transferred on a slump sale basis at book value, including all associated assets, liabilities and commercial rights effectively consolidating IP operations under a more focused structure.
At its core, the restructuring signals a strategic shift. As content consumption increasingly fragments across digital and global platforms, the value of IP lies not just in creation but in how efficiently it can be distributed, repackaged and monetised across markets. By housing its syndication engine within ZI-IPR Enterprises, ZEEL appears to be building a more agile and scalable ecosystem, one that can better extract value from its vast content library while adapting to evolving distribution models.
But the company’s ambitions are not limited to restructuring. ZEEL has also approved an investment of up to Rs 20.09 crore in Culture of Real Experiences (CORE), acquiring a 51 per cent stake in the entity. The move expands its footprint into the broader creative and experiential space, suggesting a push beyond traditional broadcasting into areas where content, culture and immersive experiences intersect.
At the same time, ZEEL has moved to tidy up its financials, approving the redemption of $23.9 million in outstanding foreign currency convertible bonds (FCCBs) and cancelling an unused $215.1 million commitment. The twin steps are expected to ease pressure on its treasury, freeing up capital and improving financial flexibility as the company invests more aggressively in its IP strategy.
Taken together, the decisions reflect a company in recalibration mode streamlining legacy structures, sharpening its focus on content ownership, and exploring new avenues for growth. In a market where the lines between television, streaming and experiential entertainment are increasingly blurred, ZEEL’s latest moves suggest it is not just creating content, but building a system to make that content travel further and pay better.
