In our first episode of Behind the Ads, we get behind the scenes of Puma’s ‘Propah Lady’ campaign that was released las...
- With an aim to understand what goes behind the lens and camera, Advertising and Media Insider introduces you to its video series, 'Behind The Ads.'
- In our first episode, we get behind the scenes of Puma’s ‘Propah Lady’ campaign that was released last month and started a conversation around redefining what a ‘proper lady’ is.
- It encouraged women to come forward, make their own rules and celebrate who they really are.
- Debosmita Majumder, Head - Marketing, Puma India and Siddhi Desai, Creative Director, Digitas India told us how it all started — from a poem for Puma’s ‘Shatter’ range of shoes to a digital film that ended up getting 20 million views in less than a week.
In our first episode, we look behind Puma's 'Propah Lady' campaign that broke social media with its insight into what makes a woman 'proper'.
The campaign’s core narrative goes beyond breaking stereotypes and puts focus on how women are owning their stand and living unapologetically. With a fresh perspective, the fun and relatable direction aims to give women an expression to celebrate their individuality and live life through their own mantra — like a ‘Propah Lady.’
Puma partnered with Digitas to conceptualise and bring the digital campaign to life. Led and made by 90% women, this campaign also created a ripple effect on social media; women started sharing their ‘unconventional pictures,’ writing their own rules, and posing as ‘Propah Lady.’
Debosmita Majumder, Head - Marketing, Puma India and Siddhi Desai, Creative Director, Digitas India told us how it all started -- from a poem for Puma’s ‘shatter’ range of shoes to a digital film that ended up getting 20 million views in less than a week.
They further revealed what is was like working with Indian Olympic boxer MC Mary Kom, International Athlete Dutee Chand, Bollywood actor Sara Ali Khan and model Anjali Lama on a single set.
Let's get Behind the Ad and see how it all started in the first place: