MAM
Rajasthan Royals ropes in Paras Pharmaceuticals as sponsor
MUMBAI: The Emerging Media owned Indian Premier League (IPL) franchise Rajasthan Royals has roped in Paras Pharmaceuticals as a sponsor.
“Moov will be the Official Fitness Partner for the team. Set Wet will be the Official Hair Styling Partner for the Rajasthan Royals players. The aim was to find a local sponsor in Ahmedabad as the franchise is playing a lot of of its games there. The ‘Set Wet‘ logo will be sported by the team cheerleaders and the team jerseys would carry ‘Moov‘ branding,” says Emerging Media CMO Raghu Iyer.
While the deal is for one year, Paras is keen on extending the relationship.
Iyer adds that the franchise is looking for three more sponsors. Two will come from Gujarat as that is another big market for the Royals. “By the time the third season starts, we will have 12 sponsors. After the third season all our deals come up for renewal.”
Ultratech is the title sponsor. Other sponsors include the UB Group.
Puma is the company‘s licensing and merchandising partner. Iyer says that the company is putting the finishing touches on an elaborate plan which kicks off in the middle of January. “We are looking for two to three more parrners. The focus here is on offering value rather on simply adding partners. We will follow the adage of less is more here. At the moment I cannot comment on categories”.
The marketing activities also kick off in the middle of January. This includes above the line like radio, TV and print. “In addition, we are planning mall activation. This could take the form of meet and greet events with key players from the team. This was not possible last time around as the IPL was shifted to South Africa,” says Iyer.
MAM
Powermax launches ‘Champions Train Different’ with Shivam Dube
Campaign spotlights home fitness range with pro-grade gear and training focus.
MUMBAI: No nets, no gym queues just sweat, steel and a champion’s mindset at home. Powermax has rolled out its latest campaign, “Champions Train Different”, teaming up with Shivam Dube to position home workouts as serious, performance-driven routines rather than casual fitness fixes. The campaign centres on Powermax’s premium range of equipment, including professional-grade treadmills, exercise cycles and specialised home gym systems built to replicate high-intensity training environments within domestic spaces.
Using Dube’s on-field persona defined by power-hitting and disciplined preparation, the films lean into the idea that elite performance is less about location and more about mindset. The message is clear: champions are made in repetition, not just arenas.
The narrative follows structured training routines, from endurance-focused cardio sessions to strength-building workouts, with equipment framed as the enabler of consistency and precision. Instead of presenting features in isolation, the campaign weaves them into a broader story of preparation and persistence.
Powermax managing director Sanjay Goyal said the campaign reflects the brand’s belief that fitness is rooted in mindset as much as machinery, with the collaboration aimed at nudging users to raise the bar on their routines.
Visually, the campaign leans on intensity tight frames, controlled movement and a focus on effort to mirror the discipline of professional sport. It positions home fitness not as a compromise, but as a controlled environment where performance can be built, day after day.
In a category often crowded with convenience-led messaging, Powermax is making a different pitch, if you train like a champion, it doesn’t matter where you train.
