Puma has released a rap anthem conceptualised by DDB Mudra through which it looks to showcase India's street culture. Titled 'Suede Gully', it aims to give a creative stage for self-expression to artists, musicians and dancers in the country.
The anthem features four different languages – Hindi, Tamil, Punjabi and Khasi.
Debosmita Majumder, head - marketing, Puma (India), said, “Today’s youth have taken to modern forms of self-expression, giving rise to a new generation of creators. They use the streets as a canvas to express themselves through various forms of art, music and dance. For the first time in India, Puma is bringing these diverse art forms on a single platform – Suede Gully. Suede Gully is our attempt to bring to the forefront the true essence of Indian street culture.”
Vishnu Srivatsav, creative head, DDB Mudra South, said, “Puma’s Suede has always been a voice of street culture and Suede Gully looks to bring to life the incredibly unique and diverse culture and expression of our very own gullies. It’s art, its music, its culture and it’s fashion. So many people, folks who live for their art, from different corners of the country, bringing their awesome talents to collaborate on this platform, that’s really special.”
Brand: Puma (India)
Agency: DDB Mudra Group
President and managing partner, DDB Mudra South: Ranji Cherian
Account management: Pritika Gupta, Yash Singh Dabi, Atria Ghosh
Media: Bharath Gaddam, Sagar Govindraju
Creative: Brijesh Jacob, Vishnu Srivatsav, Sooraj Pillai, Jonah Costa, Sukanya Subramaniyan, Sajni Masturlal