Puma India creates aggressive ‘Sock Them’ campaign for the cricket world cup

Wunderman Thompson India has created a campaign for Puma called ‘Sock Them’ tapping into the excitement around the ongoing cricket world cup.

The film was inspired by a hand gesture from Indian team skipper Virat Kohli on the Sydney cricket ground, indicating that he “lets the bat do the talking”.

Speaking about the campaign to Mumbrella, Wunderman Thompson India’s chief creative officer Senthil Kumar who also directed the film said: “It is inspired by Virat Kohli’s response to the opposition banter and their fans sledging, when he scored a century in Australia.

“We believe this is the best attitude that the Indian team can have, as they start their 2019 World Cup Campaign and built everything else around this iconic moment.”

The gesture has inspired a special edition range of socks from Puma. The rap soundtrack to the ad was written in collaboration with Vivian Divine, a star of the Indian hip-hop scene. It will also include ‘Sock Them’ emojis and GIFs according to Kumar. 

Kumar who has previously worked on Nike added: “This is my first project for Puma and very different from all the work I have done for Nike over the last decade. ‘Sock Them’ goes far beyond the sport and digs deep into street culture and music to create a call for action for the country, from the streets to the stadiums.”

Talking about the campaign, Puma managing director for India Abhishek Ganguly said: “Cricket is one of the biggest cultural integrators in India. ‘Sock Them’ celebrates cricket and the culture of the sport that unites our nation.

“The anthem is a perfect way for fans to voice their support for Virat and cheer for Team India. Divine and Virat together make this campaign widely relatable in  a manner that is daring, optimistic and inspiring.”


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