MAM
Star World partners with Elle to promote ‘Ugly Betty’
MUMBAI: Star World, the English general entertainment channel (GEC) from Star India, is set to launch the third season of Ugly Betty, come 1 January.
Targeting the younger demographic, the one-hour show will be telecast from Monday to Friday at 10 pm.
Says Star World VP-programming Jyotsna Viriyala, “The show will replace the fifth season of Desperate Housewives. Once the season for Ugly Betty gets over, we will get Desperate Housewives back onto the slot with its sixth season.”
As part of the marketing initiative, the channel has tied up with Elle, the leading fashion magazine in India. As a part of the partnership, the channel is running a contest to find the Betty Of Elle wherein one winner will get the chance to intern at Elle and win a cash reward of Rs 50,000.
Earlier, an Ugly Betty cutout was placed in agencies wherein people could get themselves clicked with Ugly Betty and frame their pictures to be placed on their tables.
Those who opt to get themselves clicked automatically qualify to be a part of a lucky draw. Five lucky winners per agency get and vouchers worth Rs 1000. The activity was carried out in 11 media buying agencies across Mumbai, Delhi and Bangalore.
Internet activities were initiated through SMOs; the Star World page on Facebook, Orkut and Twitter was populated with Ugly Betty related updates. Blogs were also created and one blogger given a wildcard entry to intern with Elle. This is apart from the microsite created for ‘The Star World Betty of Elle 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.
