Campaign details

Brand: Puma
Brand owner: Puma Sports India Pvt Ltd
Lead agency: DDB Mudra Group, Mumbai
Country: India
Industries: Sportswear
Media channels: Events & experiential, Mobile & apps, Online video, Point-of-purchase, in-store, Word of mouth, influencers
Budget: 1 - 3 million

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 waiting for an opportunity to be discovered. So, we decided to make India walk in the shoes of its vibrant, creative street artists who were often dismissed and degraded as ‘potheads’. We did this by creating India’s largest and most authentic street collaboration, representing the gully (streets in Hindi) culture from different corners of India.