Design Methodologies that rock
Three Lessons from Service Design, for the Business Arena
The campaign highlights a woman’sindividuality and its narrative goes beyond breaking stereotypes, encouraging women, to stand up for themselves and be a “Propah Lady”.
What makes women “Propah Ladies”? “We are raising the bar, leading the way and living unapologetically,” said Sara Ali Khan, the famous Indian Bollywood actress, “PUMA´s Propah Lady campaign cements the beauty of women being happy, confident and owning their uncompromising selves in every possible way”. The inclusive campaign also brings together female ambassadors Indian Olympic boxer MC Mary Kom, international athlete Dutee Chand and transgender model Anjali Lama.
Why does the campaign include these ambassadors? The sportswomen 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. “I feel as long as you work hard to achieve your goals, you shouldn’t worry about what others think,” Dutee Chand said about her motivation to be part of PUMA’s Propah Lady family. While Sara Ali Khan resonates with young Indian women for being outspoken, authentic and bold Anjali Lama is continuing to break gender barriers in a powerful way with her unshakeable resolve. Anjali understands her role to inspire those who identify themselves as women to proudly live it: “If one has no inhibitions about expressing who they truly are, then social mindsets will not dampen one’s attitude.”
PUMA eventually aims to change the dialogue from “’empowering’ to ‘celebrating the empowered’,” as Abhishek Ganguly, Managing Director of PUMA India, explained.
The campaign will be multi-platform and digital,led by Instagram and YouTube as well as Facebook and Twitter. Also, PUMA´s business partners Myntra, Dunzo and Nykaa are going to be part of the conversation.