Puma India claims to bring ‘every woman on the internet together’ with Propah Lady campaign

Puma India has launched a campaign called ‘Propah Lady’ taking on stereotypes of what is considered to be ‘proper’ behaviour for women. Created by Digitas India, the campaign features actor Sarah Ali Khan,  transgender model Anjali Lama and sportswomen Dutee Chand and Mary Kom.  

In a note on the campaign, Digitas India said: “The digital campaign brought every woman on the internet together – garnering over 14 million views across channels in the first five days of its launch. 

“The relatability and adoptability of the campaign has seen more than 3,500 real stories shared on Instagram organically with #PropahLady. The campaign continues to change the larger conversation on what makes women proper, beyond just making a splash with its numbers.”


Speaking about the campaign Digitas India creative director Siddhi Desai said: “Puma is a brand that can impact world narrative and hence we knew the responsibility while taking on this brief.

“We all agreed we wanted this campaign to live in the post empowered universe, so we decided to represent all those women around us who are bringing a change in this world by normalising a way of life through their everyday choices. 

“That being the starting point, we knew, the first step was to shatter the very definition that had conditioned society for so long. Today, it’s out there. We are glad to see women being so proud of it and organically talking about it. None of this would have been possible without Puma’s conviction.”

Puma India head of marketing Debosmita Majumder said: “From being told how to talk, think and act to defining it for themselves, women have changed the meaning of being a ‘proper lady’ in their own individual style. 

“This special campaign is an ode to all the women who have the gumption to live life on their own terms and write their own rules. Our ambassadors Mary Kom, Sara Ali Khan, Dutee Chand and Anjali Lama’s authenticity in this campaign is very refreshing.” 

 Production house Catnip Culture co-founder and director of the ad Reema Sengupta said: “I wanted to give the sisterhood in India a video worthy of their fierceness, and Propah Lady campaign created the perfect space for it. 

“My biggest responsibility as the director of this film was to decide how I would like to portray Indian women. It was important that it is real, honest and celebrates the versatility of their spirit.

“It’s all about the coexistence of all the beautifully contrasting ways in which the women choose to express themselves. This is what dictated the style of the video. The atmosphere on set was liberating, and overwhelming. I couldn’t be more proud of the dedicated and passionate team that made it all happen.”


Client: Puma India

Managing director: Abhishek Ganguly

Head of marketing: Debosmita Majumdar, 

Creative, digital, PR and media teams: Akanksha Srivastava, Namita Gautham, Bansari Borda, Anagha Thampi, Merin Mandanna, Jerry Sebastian, Ratin Arora, Ankit Madhogaria, Akash Singh, Ronak Sharma, Binwant Behgal, Anjana Asrani, Surbhi Mehta

Agency: Digitas India

CEO: Amaresh Godbole

COO: Sonia Khurana

Creative: Mark Mcdonald, Siddhi Desai, Shraddha Rao, Prachi Damani, Sanket Palkar, Vishal Rao

Account Management: Sabah Iqbal, Poornima Kamath, Harsh Shroff, Sherbanoo Bundeally, Nikita Goel

Strategy: Sakshi Arora

Outreach: Vineet Nanavati

Analytics: Vivek More

Production house: Catnip Culture

Director: Reema Sengupta

Producer: Kunal Punjabi

Cinematographer: Vikash Nowlakha

Editor: Akshay Mehta

Costume stylist: Indrakshi Pattanaik

Hair and makeup: Tarsha Khorana

Music and sound: Tejas Nair 

Vocals: Nicole Madi

Production designer: Shravan Patil

Design and animation: (Mehr Chatterjee and Aditya Dutta)

Colorist: Sid Meer

Casting: Soumi Roychowdhury and Surekha Sengupta

Campaign photographer:: Aman Makkar


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