MAM
Push Integrated to handle creative biz of Celebrity Cricket League
MUMBAI: Celebrity Cricket League (CCL) has awarded its creative duties to Push Integrated Communications for 2013.
The mandate includes creative development and execution of the advertising campaign across multiple media platforms.
This year CCL will be telecast on the Star network. Eight channels of Star in eight languages will take this league to the audience. Starting 19 February, the league will air at 10 March.
According to the official communiqué, CCL is Rs 3 billion super league and the advertising spends will be in the region of Rs 100 million.
Push Integrated MD and CEO V.A. Shrikumar said, “CCL is the next generation entertainment. It will bring larger audiences to the field of entertainment and sports. We are charged and ready to package this product in a way that is going to set a new trend in the industry”.
CCL founder and managing director Vishnu Vardhan Induri said, “CCL is larger than life with its popularity challenging even the IPL. Push Integrated has brought alive the Blockbuster appeal of the competition. Their creative visualisation and ability to dovetail the communication idea into different media platforms is truly noteworthy”.
CCL is a 20-20 league cricket property involving stars from the feature film fraternity. It is a competitive league involving teams from Mumbai, Tamil Nadu, Andhra Pradesh, Karnataka, Kerala and West Bengal. Two new teams have been added from the Marathi and Bhojpuri regions.
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.
