Global Sport Brand Puma has launched a new multi-platform diigtal campaign titled Propah Lady. The campaign features Indian Olympic boxer MC Mary Kom, international athlete Dutee Chand, Bollywood actor Sara Ali Khan and transgender model Anjali Lama. It redefines the conventional idea of a proper woman.
Puma has partnered with advertising agency Digitas to conceptualise and bring the Propah Lady campaign to life. The campaign’s core narrative goes beyond breaking stereotypes instead it drives home the focus on recognizing how women are taking stand and living unapologetically. With a fresh perspective, the fun and relatable direction aims to give women an expression to celebrate their individuality and live life through their own mantra - like a Propah Lady.
A multi-platform digital campaign led by Instagram and YouTube, the campaign also spans Facebook and Twitter as channels to communicate with the audience. The brand’s business partners such as Myntra, Dunzo and Nykaa will also join hands to amplify the conversation.