Campaign details

Advertiser: PUMA
Brand: PUMA
Agency: DDB Mudra Mumbai
Country: India

Objectives

  1. Improve PUMA's perception from a cheap & affordable to a cooler & culturally relevant brand
  2. Drive engagement for PUMA and make it a talk-worthy brand on social media in India
  3. Such that it helps increase sales for PUMA Suedes by 20%, at its premium price

Creative work

BIG IDEA

Unlike a typical campaign, through a robust narrative planning framework, we ensured Suedes owned a narrative across the gullies of India. We activated every facet and every medium relevant to the movement and together built the narrative of showcasing a rich culture that was non-existent and misrepresented.