Campaign details

Brand: Puma x one8
Brand owner: Puma
Lead agency: DDB Mudra Group
Country: India
Industries: Sportswear
Media channels: Events & experiential, Livestreaming, Online video, Public relations, Social media
Budget: Up to 500k

Executive summary

Launching in a cut-throat category, with the ambition of redefining how fitness was viewed, sportswear brand Puma one8 faced a daunting test. In addition, the responsibility of representing the biggest fitness icon in Indian sport, Virat Kohli, meant the brand needed to have a meaningful impact on fitness.

With a premium product, ensuring brand adoption and inspiring positive behaviour change was something Puma one8 successfully managed, reaching two million Indians through on-ground activations, creating the first monthly sports day for adults, and boosting sales by 300% after the campaign launch.

Market background and objectives

Dog-eat-dog category