Puma steers clear of sports to celebrate millennial passions

The 'Puma Suede Gully' is neither an extension nor a departure from any earlier campaigns. It is Puma's first culture play

Puma steers clear of sports to celebrate millennial passions

Sangeeta Tanwar
Abandoning the traditional 30-second TV commercial, shoe brand Puma is reaching out to consumers with an anthem in a long-format video that amalgamates art, dance and music. The music video brings eight rappers, seven street artists and 36 hip-hop dancers together; all hailing from four corners of India. The objective is to showcase artists from the undiscovered places and weave a story of their talent, passion and unflinching attitude.
Puma has largely catered to sports in its earlier campaigns. Hence, the “Puma Suede Gully” is neither an extension nor is it a departure from any of the earlier campaigns. It is Puma’s first culture play.
Over the last few years, Indian youth have taken to adopting modern forms

First Published: Dec 07 2017 | 12:53 PM IST

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