PUMA India has released a new campaign film for its Palermo sneaker, bringing together Bollywood newbies Ibrahim Ali Khan and Shanaya Kapoor on screen for the first time.
The film, which follows a cinematic style, aims to capture the spontaneity and resourcefulness of young people in India, portraying ordinary moments made extraordinary through creativity and improvisation.
The two-minute film showcases the actors in a series of scenes that reflect everyday youth culture — from upcycling clothing to improvising entertainment with limited resources. Scenes include Kapoor turning an old PUMA jacket into a new outfit, Khan hitchhiking to save money, and the group of friends converting a bedsheet into a rooftop screen for a movie night.
Rooted in the aesthetic of football terrace culture, the Palermo sneaker is known for its T-toe construction and gum sole. The film attempts to build on this legacy by connecting it with aspects of Indian youth culture — especially the sense of jugaad (improvisation) and community-driven creativity.
PUMA India director of Marketing Shreya Sachdev, commented on the concept behind the campaign: “Celebrating the spirit of resourcefulness that India thrives on — finding joy in chaos and creativity, and ensuring that your circumstances don’t hold you back from living life to the fullest — is what PUMA Palermo is all about. This is why it continues to hold a special place in the hearts and wardrobes of India’s youth.”
The campaign follows a previous Palermo film released in 2024, which focused on youth culture in Mumbai, Kolkata, and Shillong. The latest film maintains a similar theme, highlighting the ways in which young people navigate daily life with ingenuity. While the message remains consistent — making the most out of limited resources — the visual style has been updated with new settings, creative hacks, and a more contemporary feel.
In addition to the film, this year will see new versions of the Palermo sneaker, including fresh colour options and a premium version with leather finishes and design upgrades.
