A brand is an intangible feeling. Different from a product that is consumed, a brand is a value, an abstract emotion that is felt. When one thinks of Nike as a brand, they recall the athletes who motivate, the inspirational figures who form a big part of our history. Similarly, when one thinks of Starbucks, one thinks of the mandatory morning routine or when convenience and safety on road come to mind, one immediately associates Lyft or Uber with the keywords.
PUMA, a sports brand, runs on four core values: brave, confident, determined, and joyful. With a tagline “forever faster”, the company aligns its products with the kind of audience that just doesn’t give up. This year, the German multinational company made it to Forbes Fab 40, positioning itself at number 6 with the brand value of $4 billion. As stated by Forbes,
“The Forbes Fab 40 determines the value of the top brands in sports by quantifying the amount the name contributes to the value of the athlete, event, business or team.”
Understanding its audience and participating in movements that matter, a brand can act as a catalyst for change. In India, gender equality is one of the most important issues. Discussed, advertised, written about, spoken of, and viewed, this term has penetrated the consciousness of the young and the old but people have still a long way to go to understand the socio-economic factors behind gender inequality. But this issue is not just limited to India. Visible in different forms, gender inequality has emerged as one of the most pressing issues of the world. With its relation to climate change, a nation’s economic growth, and a country’s well-being, the term has much larger repercussions than the one that’s usually understood.
PUMA India recently launched an ad campaign titled “Propah Lady” which immediately caught the attention of women. On the day of its launch, the promo video was widely shared across social media and in the last four days has amassed 1,654,235 views on Instagram alone. Featuring Mary Kom and Sara Ali Khan, the video showcases multiple interpretations of the term “proper lady”, taking a jab on the conventional understanding of the word.
Used to teach girls as to how should they behave, a proper lady is taken as the ultimate model that must be followed but not only does this word ends us imposing a singular definition of what it means to be a woman but also deepens the dichotomy of “us” vs “them”. For something to be proper, something must be improper too which makes the latter “wrong”. Breaking down this segmentation, the promo video shows women make their way through the society while maintaining their joyful, aggressive, competitive, and delicate selves. This campaign celebrated the essence of its audience and respected women’s experience.
PUMA India has also launched a contest wherein the people who share their definition of “Propah Lady” using the hashtag promoted by the brand can win a year’s worth of merchandise and a chance to meet Mary Kom and Sara Ali Khan. The campaign ends tomorrow.
So, what do you think about the promo video? What’s your definition of “propah lady”? Share your thoughts via tweet @Fuzzable.