The business problem we solved
In 2019, PUMA wanted to re-ignite its global positioning “Do You” in India, to connect with its women consumers. They signed on some of the biggest and boldest female brand ambassadors to represent their sports and lifestyle portfolios however, like other sports brands in India, PUMA was also seen in a more masculine light.
To re-establish the brand’s strong standing in the women consumer segment, the brand needed to own a strong narrative and connect with their audience.
How we did it
For generations now, Indian women have lived by a set of rules that were put down by society on what is the ’proper’ thing for her to do. However, today, we see a whole section of self-empowered women who did what they believed was right for them, shattered perceptions and proudly owned their choices.
We called her the ‘Propah Lady’. A high decibel campaign that shattered, or well, rewrote the very rule-book that the society had put together on how to be a proper lady was brought alive by a mix of real women and celebrities who followed their own path and are icons for that very reason. We had a master film followed by snackables featuring brand ambassadors: Bollywood actress Sara Ali Khan, Indian Olympic boxer Mary Kom, along with India’s first professional sprinter and national champion to come out as bisexual, Dutee Chand and India’s first transgender model, Anjali Lama.