Mary Kom face of Puma’s new campaign to celebrate womanhood

This Puma campaign on womanhood is distinct in more than one ways - Sports Business News India

Sport brand Puma has unveiled its new campaign celebrating womanhood, Propah Lady. The campaign counters the conventional idea of what makes women proper and redefines it.

The inclusive campaign has brought together Indian Olympic boxer MC Mary Kom, international athlete Dutee Chand, actor Sara Ali Khan and transgender model Anjali Lama.

Talking about the campaign, Abhishek Ganguly, Managing Director, Puma India, said, “Be it our athletes, consumers or employees, we believe every woman is a Propah Lady. We appreciate that our ambassadors are taking the lead to work with us in changing the dialogue from ‘empowering’ to ‘celebrating the empowered. We want to celebrate women who make her own rules, who break stereotypes. With this campaign, we celebrate empowered women.”

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Celebrities and influencers, including Sara Ali Khan and Mary Kom, took to their social media handles to give a sneak peak of the campaign #PropahLady.

The brand has partnered with Digitas to conceptualize and bring the Propah Lady campaign to life. A multi-platform digital campaign led by Instagram and YouTube, the campaign also spans Facebook and Twitter.

On the marketing mix for this campaign, Ganguly said, “The choice of media for us is digital, social media with influencers and bloggers.” When asked about investments, he said, “We can’t really disclose the numbers, but we are not shying away from spending for this campaign.

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