Puma's 'Propah Ladies' - Dutee Chand, Mary Kom

MUMBAI: Global sports brand Puma has announced a new campaign called 'Propah Lady', which counters the conventional idea of what makes women proper and redefines it.

The campaign celebrates the shift from women being told what to do, to them writing their own rules. The inclusive campaign brings together Indian Olympic boxer MC Mary Kom, international athlete Dutee Chand, Bollywood actress Sara Ali Khan, and transgender model Anjali Lama for the first time.

Advertising agency Digitas conceptualised and brought the Propah Lady campaign to life. The campaign’s core narrative goes beyond breaking stereotypes. Instead, it drives home the focus on recognizing how women are owning their stand and living unapologetically. With a fresh perspective, the fun and relatable direction aims to give women an expression to celebrate their individuality and live life through their own mantra - like a Propah Lady.

Abhishek Ganguly, MD, Puma India, said: "Be it our athletes, consumers or employees, we believe every woman is a Propah Lady. We appreciate that our ambassadors are taking the lead to work with us in changing the dialogue from ‘empowering’ to ‘celebrating the empowered."

Leading by example, the campaigns protagonists Mary Kom and Dutee Chand have not only rewritten the history of sports with their exceptional capabilities and determination, their grit and courage have also made an undeniable contribution to change the fabric of societal norms. While Sara Ali Khan resonates with young Indian women for being outspoken, authentic, and bold, Anjali Lama, with her unshakeable resolve is continuing to break gender barriers in a powerful way.

Talking about the campaign, MC Mary Kom said: "The fact that Puma is celebrating the empowered women shows the shift in our society where women fearlessly chase their goals."

The multi-platform digital campaign is led by Instagram and YouTube, and also uses Facebook and Twitter as channels to communicate with the audience. The brand’s business partners like Myntra, Dunzo and Nykaa will also join hands to amplify the conversation.