Late October saw Puma India roll out a new digital campaign called ‘Propah Lady’ which sets out to change the narrative and the national conversation on just what makes a women ‘proper’.
The campaign, which was developed by Digitas India and runs primarily in the online space, features a strong team of Puma endorsers including athletes Dutee Chand and Mary Kom, model Anjali Lama and actor Sara Ali Khan.
The creative seeks to showcase a group of women have broken barriers in a powerful way and was spearheaded by a hero film.
“From being told how to talk, think and act to defining it for themselves, women have changed the meaning of being a ‘proper lady’ in their own individual style,” said Puma India Head Of Marketing Debosmita Majumder.
“This special campaign by Puma and our agency Digitas is an ode to all the women who have the gumption to live life on their own terms and write their own rules. Our ambassadors Mary Kom, Sara Ali Khan, Dutee Chand and Anjali Lama’s authenticity in this campaign is very refreshing.”
Digitas India Creative Director Siddhi Desai added: “Puma is a brand that can impact world narrative and hence we knew the responsibility while taking on this brief. We all agreed we wanted this campaign to live in the post empowered universe, so we decided to represent all those women around us who are bringing a change in this world by normalising a way of life through their everyday choices. That being the starting point, we knew, the first step was to shatter the very definition that had conditioned society for so long. Today, it’s out there. We are glad to see women being so proud of it and organically talking about it.”
The campaign was developed for the team at Puma India led by Managing Director Abhishek Ganguly, Head Of Marketing Debosmita Majumdar and a creative, digital, PR and media team which included Akanksha Srivastava, Namita Gautham, Bansari Borda, Anagha Thampi, Merin Mandanna, Jerry Sebastian, Ratin Arora, Ankit Madhogaria, Akash Singh, Ronak Sharma, Binwant Behgal, Anjana Asrani and Surbhi Mehta.
The initiative was created by Digitas India where the group included CEO Amaresh Godbole, COO Sonia Khurana, Creatives Mark Mcdonald, Siddhi Desai, Shraddha Rao, Prachi Damani, Sanket Palkar and Vishal Rao, plus Account Managers Sabah Iqbal, Poornima Kamath, Harsh Shroff, Sherbanoo Bundeally and Nikita Goel, with Strategist Sakshi Arora, Outreach Vineet Nanavati and Analyst Vivek More.
The production house was Catnip Culture with Director Reema Sengupta, Producer Kunal Punjabi, Cinematographer Vikash Nowlakha and Editor Akshay Mehta with music and sound from Tejas Nair with vocals by Nicole Madi, plus Production Designer Shravan Patil, with design and animation from Improper.tv (where the team was led by Mehr Chatterjee and Aditya Dutta), plus Colorist Sid Meer and Photographer Aman Makkar.
Comment:
This initiative sought to counter conventional ideas through a fun and relatable narrative and thus bring women on the internet together and to date it has generated garnering over 14 million views across channels in the first five days since it launched.
The adaptability of the campaign has seen more than 3500 real stories shared on Instagram organically with the #PropahLady hashtag.
Links:
Puma India
https://www.youtube.com/user/puma
https://www.instagram.com/puma/
https://www.pinterest.com/puma/
Digitas India
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