Global sports brand Puma is already in the limelight currently. Now has threw another thought at us by countering the stereotypes by revealing about its new campaign emphasizing on women and womanhood.
The campaign is popularizing by the name of PROPAH LADY.
The campaign is aiming at changing the conventional idea of what makes a women proper and redefining it. Adding to that it celebrates the shift from women being told what to do, to them writing their own rules.
The campaign also drives the focus towards how women are taking stand for themselves and making their lives better.
With a perspective of giving women an expression to celebrate their individuality and live life through their own mantra – like a Propah Lady.
The campaign came in lights through digitas. This will be a multi-digital campaign is gaining popularity through Instagram (posts and stories) and YouTube, also spanning Facebook and Twitter to an extent.
Famous stars to shine in the PUMA campaign
The campaign is bringing together Indian Olympic boxer- MC Mary Kom, International athlete- Dutee Chand, Actor- Sara Ali Khan and Transgender model- Anjali Lama.
Sara Ali Khan and Mary Kom giving a sneak peak about the collection through their Instagram handles. The hashtag that says Propah Lady.
Abhishek Ganguly- Managing Director, Puma India, shared his views about the campaign saying; “Be it our athletes, consumers or employees, we believe every woman is a Propah Lady. We appreciate that our ambassadors are taking the lead to work with us in changing the dialogue from ‘empowering’ to ‘celebrating the empowered. We want to celebrate women who make her own rules, who break stereotypes. With this campaign, we celebrate empowered women.”
And For the marketing mix of this campaign, Abhishek Ganguly stated; “The choice of media for us is digital, social media with influencers and bloggers.”
And about the investments, he said, “We can’t really disclose the numbers, but we are not shying away from spending for this campaign.”
The business partners of the brand such as Myntra, Dunzo and Nykaa will also join hands to amplify the campaign.