Campaign details
Brand: PUMA IndiaBrand owner: PUMA IndiaLead agency: Digitas IndiaContributing agency: Catnip ProductionsMarket: IndiaIndustries: SportwearMedia channels: Competitions & contests, Events & experiential, Online video, Search marketing, Social mediaBudget: Up to 500k
Executive summary
PUMA India wanted to re-ignite its global positioning Do You and connect with female consumers. The challenge was that, like other sports brands, it was seen in a masculine light.
Research showed that while empowered women owned their choices, age-old definitions of femininity hindered celebration of their achievements and created obstacles...