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Puma campaign by DDB sees India’s cricket captain telling the nation to ‘come out and play’

Indian cricket team captain Virat Kohli features in a new digital campaign by DDB Mudra Group to promote his own Puma clothing line at the same time as encouraging people to put their mobile phones down and incorporate sport into their daily lives.

Kohli and Puma launched the ‘One8’ apparel range back in November 2017. And Omnicom agency DDB Mudra claimed to be launching the campaign – including a series of 15-second videos – in response to a pan-India research study by Kantar IMRB on physical activity and sports adoption in the country.

According to the study, 57 per cent of those who responded had not played any sport even once in the last one year, with 58 per cent of these respondents attributing this to a lack of time. However, the same set of people spent close to between four and five hours a day on social media, watching television and using their mobile phones..

In the short films, Kohli can be seen urging people to ‘come out and play’. The work will run on social media channels and over-the-top video platforms like InMobi, Hotstar, Voot and Sony Liv.

Puma India head of marketing Debosmita Majumder said: “Sports has been replaced by digital entertainment and games, especially amongst the millennial. We have also seen a decline in people playing sports as they grow older.

Majumder says sport is vital

“Puma and Virat have come together to encourage people to play sport, not only to stay fit or to pursue it professionally but just for the love of it. Through this campaign, we are looking at bringing back the joy of playing sport and making India a more active nation.”

Meanwhile DDB Mudra creative head Vishnu Srivastav added: “The brief was straightforward – make India play more. The campaign was created to specifically tackle that. We wanted to use Virat in a new light, where he provokes the audience to start looking at sports and play with far greater interest.

We wanted to interrupt audiences, explains Srivastav

“The reason we didn’t go with conventional media, and opted to do contextual videos was to interrupt the virtual lives our audiences are so caught up in, and tell them that there is a world outside that is exciting and fun.”

Credits

Agency: DDB Mudra Group

Creative team: Vishnu Srivastav, Sooraj Pillai, Neha Sathe, Sudhira Mendon, Jonah Costa and Sajni Masturlal

Account management team: Pritika Gupta, Bilal Hasan and Yash Dabi

Account planning team: Mehak Jaini, Ketan Rambhia

Production house: Like Minded People Productions

Director: Piyush Raghani

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