Puma has tied up with Jabong.com for its new digital campaign titled ‘Gear up buddies’. The campaign has been created by Brandmovers features brand ambassador Chitrangada Singh along with three other fitness instructors.
The campaign consists of an interactive video which can be viewed on jabong.com, inviting visitors to become Singh’s training buddy.
Three fitness instructors alongside Singh offer training for visitors in Zumba, Crossfit and running. The video offers users the ability to shift between exercises and options within exercises, thus prompting a change in fitness attire for Singh and the instructors. The video also gives users the option to know more about the particular fitness gear by clicking on it, and directing them to a page should they want to purchase.
Suvajyoti Ghosh, co-founder and CEO, Brandmovers India, said, “We are trying to create online engagement, by making people a part of the video experience rather than witness it. The concept of Chitrangada Singh’s ‘Gear Up Buddies’ is designed for people who like to stay fit. The campaign will attract and involve people, making them shop online at the same time. The trend of e-commerce players partnering with retail brands is yet to evolve. We wanted to create an edgy, immersive brand experience that is shareable and linked to online sales on an e-Commerce website.”
With social integration, the brand is also looking for a fourth fitness expert to join Singh. The user will get a chance to feature in the next edition of the video.