Puma Suede Gully

PUMA Sports, a sportswear and equipment brand, increased sales in India by creating a street collaboration and music video that used rappers to engage youth and encourage them to pay a premium for PUMA.

Campaign details

Advertiser: PUMABrand: PUMAAgency: DDB Mudra MumbaiCountry: 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...

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