New Delhi: Global Sport Brand Puma’s new campaign Propah Lady counters the conventional idea of what makes women proper, and redefines it. It celebrates the shift from women being told what to do, to them writing their own rules. The inclusive campaign brings together Indian Olympic boxer MC Mary Kom, international athlete Dutee Chand, Bollywood actor Sara Ali Khan and transgender model Anjali Lama.

Puma has partnered with advertising agency Digitas to conceptualize and bring the Propah Lady campaign to life. The campaign’s core narrative goes beyond breaking stereotypes, instead it drives home the focus on recognizing how women are taking stand and living unapologetically. With a fresh perspective, the fun and relatable direction aims to give women an expression to celebrate their individuality and live life through their own mantra - like a Propah Lady.

“Be it our athletes, consumers or employees, we believe every woman is a Propah Lady. We appreciate that our ambassadors are taking the lead to work with us in changing the dialogue from ‘empowering’ to ‘celebrating the empowered," said Abhishek Ganguly, managing director, Puma India.

Leading by example, the campaign's protagonists 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. 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.

A multi-platform digital campaign led by Instagram and YouTube, the campaign also spans Facebook and Twitter as channels to communicate with the audience. The brand’s business partners such as Myntra, Dunzo and Nykaa will also join hands to amplify the conversation.

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