Puma has rolled out a film titled 'propah lady'.
Conceptualised by Digitas India, the film looks to change the narrative on what makes women 'proper'. The film features athletes Dutee Chand and Mary Kom, model Anjali Lama and actor Sara Ali Khan. They show these women have broken barriers in a powerful way.
Debosmita Majumder, head - marketing, Puma India, said, “From being told how to talk, think and act to defining it for themselves, women have changed the meaning of being a ‘proper lady’ in their own individual style. This special campaign by Puma and our agency Digitas is an ode to all the women who have the gumption to live life on their own terms and write their own rules. Our ambassadors Mary Kom, Sara Ali Khan, Dutee Chand and Anjali Lama’s authenticity in this campaign is very refreshing.”
Siddhi Desai, creative director, Digitas India, said, “Puma is a brand that can impact world narrative and hence we knew the responsibility while taking on this brief. We all agreed we wanted this campaign to live in the post empowered universe, so we decided to represent all those women around us who are bringing a change in this world by normalising a way of life through their everyday choices. That being the starting point, we knew, the first step was to shatter the very definition that had conditioned society for so long. Today, it’s out there. We are glad to see women being so proud of it and organically talking about it. None of this would have been possible without Puma's conviction. We are also thankful to Team Catnip and every other collaborator. They went all in, heart and soul, to bring this alive.”
CREDITS:
Client: Puma India
MD: Abhishek Ganguly
Head - marketing: Debosmita Majumdar
Creative, digital, PR and media teams: Akanksha Srivastava, Namita Gautham, Bansari Borda, Anagha Thampi, Merin Mandanna, Jerry Sebastian, Ratin Arora, Ankit Madhogaria, Akash Singh, Ronak Sharma, Binwant Behgal, Anjana Asrani, Surbhi Mehta
Agency: Digitas India
CEO: Amaresh Godbole
COO: Sonia Khurana
Creative: Mark Mcdonald, Siddhi Desai, Shraddha Rao, Prachi Damani, Sanket Palkar, Vishal Rao
Account management: Sabah Iqbal, Poornima Kamath, Harsh Shroff, Sherbanoo Bundeally, Nikita Goel
Strategy: Sakshi Arora
Outreach: Vineet Nanavati
Analytics: Vivek More
Production house: Catnip Culture
Director: Reema Sengupta
Producer: Kunal Punjabi
Cinematographer: Vikash Nowlakha
Editor: Akshay Mehta
Music and sound: Tejas Nair
Vocals: Nicole Madi
Production designer: Shravan Patil
Design and animation: Improper.tv (Mehr Chatterjee and Aditya Dutta)
Colorist: Sid Meer
Campaign photographer: Aman Makkar
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