Title | CELEBRATING INDIA'S STREETS BY WALKING IN ITS SHOES |
Brand | PUMA |
Product / Service | SPORTS LIFESTYLE APPAREL AND FOOTWEAR |
Category | A01. Creative Effectiveness |
Entrant | DDB MUDRA Mumbai, INDIA |
Idea Creation | DDB MUDRA Mumbai, INDIA |
Media Placement | DDB MUDRA Mumbai, INDIA |
PR | DDB MUDRA Mumbai, INDIA |
Production | DDB MUDRA Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Rahul Mathew | DDB Mudra Group | National Creative Director |
Brijesh Jacob | DDB Mudra Group | Chief Creative Technologist |
Vishnu Srivastava | DDB Mudra Group | Regional Creative Head |
Sooraj Pillai | DDB Mudra Group | Senior Creative Director |
Sukanya Subramanian | DDB Mudra Group | Creative Supervisor |
Jonah Costa | DDB Mudra Group | Creative Supervisor |
Sajni Masturlal | DDB Mudra Group | Content Specialist |
Pritika Gupta | DDB Mudra Group | Group Director Brand Communications |
Yash Singh Dabi | DDB Mudra Group | Business Development |
Atria Ghosh | DDB Mudra Group | Busines Development |
Bharath Gaddam | DDB Mudra Group | Senior Partner & National Digitla Lead |
Vilsen Gonsalves | DDB Mudra Group | Group Creative Director |
Prasad Gudhate | DDB Mudra Group | Art Director |
Vishal Sane | DDB Mudra Group | Films Head |
Mehak Jaini | DDB Mudra Group | Senior Strategy Director |
Ketan Rambhia | DDB Mudra Group | Senior Strategist |
Vijay Joseph | DDB Mudra Group | Senior Creative Director |
Sujay Ghosh | DDB Mudra Group | EVP & Business Partner |
Bilal Hasan | DDB Mudra Group | Manager |
Namrata Bohre | DDB Mudra Group | Director Brand Engagement |
Maithili Nair | DDB Mudra Group | Strategy Director |
Amit Kekre | DDB Mudra Group | National Stategy Head |
Jamuna Poovaiah | DDB Mudra Group | Creative Director |
Sruthin KC | DDB Mudra Group | Creative Supervisor |
Mrudul K | DDB Mudra Group | Creative Supervisor |
Arko Majumdar | DDB Mudra Group | Executive Brand Solutions |
Sneha Kanukolanu | DDB Mudra Group | Strategist |
Aditya Kanthy | DDB Mudra Group | Group CEO & MD |
Aakash Bhatia | Loudmouth Film | Producer |
Priyanka Bangia | Loudmouth Film | Producer |
Vidhu Vinod | DDB Mudra Group | Business Development |
Vanaja Pillai | DDB Mudra Group | Business Lead - Digital |
Ethan Worah | DDB Mudra Group | Business Development |
Saloni Agarwal | DDB Mudra Group | Creative |
Saniya Varghese | DDB Mudra Group | Creative |
Manu Paala | DDB Mudra Group | Creative |
Anoop Aramban | DDB Mudra Group | Creative |
Nitin Fernandes | DDB Mudra Group | Creative |
Srishti Saigal | DDB Mudra Group | Creative |
Devika Dutt | DDB Mudra Group | Creative |
Devika Dutt | DDB Mudra Group | Creative |
Ambica Bagati | DDB Mudra Group | Creative |
Ashwini Uppar | DDB Mudra Group | Creative |
Pranjali Pandey | DDB Mudra Group | Creative |
Karan Worah | DDB Mudra Group | Media Manager |
Malavika Kanara | DDB Mudra Group | Media Manager |
Akanksha Mishra | DDB Mudra Group | Manager Corporate Communications |
Campaign Description Lending voice to a new generation of creators, we pioneered the largest movement in India's street culture with the collaborative campaign - Suede Gully. We portrayed the street culture of India, giving a single creative stage for self-expression to a talented breed of artists, musicians and dancers. The music video captured the essence of Indian streets in the most authentic manner - raw and compelling. With this campaign, we gave the iconic Puma Suede, which has been a cultural street and hip-hop symbol for decades, a fresh and local perspective. Execution To implement Suede Gully, we brought together regional hip-hop artists, bboyers and graffiti artists from four corners of India, and created one catchy, cohesive track. The execution, staying true to the brief, took place on the iconic streets of India, as well as the local trains - the railway system which represents the local street culture. This was shot across 4 cities and only featured performers coming from these corners. Outcome 12 million+ views. 20 million+ total reach. 95% positive engagement. Added to 3k playlists. PUMA became India's #1 selling sports & lifestyle brand. Strategy While street culture is the common factor across all of India, the culture in each of these streets speaks a whole other story. The strategy was to represent all of India - hence, a multi-lingual track featuring iconic streets. Puma Suede stands for authenticity and rawness, and so instead of going down the traditional advertising route, we created a single music video that would be relevant to the entire country, and get embedded in pop culture organically. Which is why every artist in the video cannot boast of a celebrity status or a large mainstream following, but is a true representative of the underground street culture of India. Synopsis Puma wanted to launch its line of the iconic Suede shoes in India, and do it with a bang. The brief was direct - Suede stand for street fashion, and hence, would speak the same language. Our objective was to establish Puma Suede as a symbol of street culture in India and shine light on this underground movement, all while creating a national platform for creative collaborators. LINK TO CASE AV https://www.youtube.com/watch?v=x8ExvtbGQ6I&t=3s