Puma’s new campaign aims to change the conventional idea of what makes women 'proper'

The campaign, Propah Lady, has been brought to life by Digitas

by exchange4media Staff
Published - Oct 16, 2019 8:39 AM Updated: Oct 16, 2019 4:26 PM

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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 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.”

The brand has partnered with Digitas to conceptualise 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.”

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.

View this post on Instagram

Sit like a lady ,behave like a lady . Watch how I did all of these things ;) see me as the #propahlady i am ! When ? 16th October. @pumaindia let's do this !

A post shared by Anjali Lama (@anjalilama_official) on

View this post on Instagram

I was told a lady must not step into the ring. Well, we did! Ladies, @pumaindia and I are coming up with something you’re going to love on 16 October. Stay tuned. #PropahLady

A post shared by Mary Kom (@mcmary.kom) on

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