Puma steers clear of sports to celebrate millennial passions

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