Puma: Suede Gully

Sportswear brand Puma, promoted a street culture movement via a music video to markets its Suedes shoes in India.

Campaign details

Brand: PumaBrand owner: Puma Sports India Pvt LtdLead agency: DDB Mudra Group, MumbaiCountry: IndiaIndustries: SportswearMedia channels: Events & experiential, Mobile & apps, Online video, Point-of-purchase, in-store, Word of mouth, influencersBudget: Up to 500k

Executive summary

Puma wanted to market its expensive Suedes, a global symbol for street culture, in India, where the street culture was either non-existent or misrepresented.

While there was no established street culture in India, our research helped us discover that, in fact, it was filled with real counter-culture creators who were...

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