To make the Indian sub continent stand out in this Global PUMA campaign.
To create a movement and drift away from 'campaign'.
To outdo Nike's Da Da Ding with a deeply engaging movement that's real and relatable.
To further deepen PUMA's strong focus on the women's category and provide women a platform to express their individuality and demonstrate their inner strength.
PUMA India has been synonymous with running and hosting International athletes in India. On International Girl Child Day on October 11th, 2016, PUMA launched the Global #DoYou Movement in India - encouraging women to find their core strength and celebrate their individuality.
Targeted influencer engagement – engage with 100+ influencers ranging across bloggers and entrepreneurs to personally endorse the movement.
Tailor made content and share it exclusively with relevant.
Told the lesser known stories of the women achievers, their obstacles and how they overcame it.
Announcement – the launch of #DoYou on International Girl Child Day Connect - the two and establish PUMA as a brand with a heart.
Strategically timed the release of the exclusive content in order to maximize and sustain visibility from October 11th till November 6th (the D Day).
Invited A&M media, business and corporate editors and city media to witness the mammoth revolutionary event on November 6th, 2016.
Highlight the official Guinness World Record attempt through focused and strategically times story in Mumbai Mirror.
#DoYou trended on twitter even as influencers and more live tweeted from the event.
PUMA broke the Guinness Book of World Records with 1623 women holding the abdominal plank for 60 seconds! (World record previously held by 1323 people)
350 clips spanning across the Nation • INR 12.5+ Crore worth Media Evaluation
Awards & Recognition
Shortlisted for SABRE Asia Awards – Digital Campaign Category