Bharti Airtel has acquired a strategic stake in Spectacom Global, a digital content producer on health and fitness training programs.

Spectacom produces popular Devils Circuit military-style obstacle races. Devils Circuit has two million followers. Adnan Adeeb is the co-founder of Spectacom.

Spectacom will also carry the exclusive digital rights for the promotion of all content for brand Devils Circuit, including the new seasons of its popular shows – The College Frenzy & The Corporate Challenge.

Airtel will help Spectacom to deliver exclusive digital content through its platforms Airtel Xstream and Wynk Music directly into the homes and smartphones of hundreds of millions of Indians.

Adarsh Nair, chief product officer of Bharti Airtel, said: “Thanks to the deep penetration of mobile internet in India, the potential to grow the adoption of Devils Circuit style X Sports amongst India’s youth is immense.”

Spectacom is the second company to join the Airtel Start-up Accelerator Program. It allows start-ups to leverage Airtel’s ecosystem, including its strengths in data, distribution, networks and payments.