HomeNewsPuma’s ‘Let There Be Sport’ Campaign Features India’s Top Athletes to Promote...
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Puma’s ‘Let There Be Sport’ Campaign Features India’s Top Athletes to Promote Sports Culture

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Puma has recently launched a digital film as part of their ‘Let There Be Sport’ campaign, featuring their brand ambassadors such as Virat Kohli, MC Mary Kom, Sunil Chhetri, Avani Lekhara, to Bhagwani Devi and everyday athletes. Puma India launched the 90-second film on its social media handles created by Ogilvy & Mather India to promote the adoption of sports culture, aiming to foster the overall development of the nation.

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They launched this initiative after conducting a survey in association with research and analytics firm Nielsen Sports. The survey uncovered a huge lag in inspiration in the country to pursue physical fitness, despite witnessing a growth in the adoption of sports culture. The study aims to deep dive into the nation’s perception and extent of participation in sports and fitness activities among adults and children.

Abhishek Ganguly, Managing Director, Puma India and Southeast Asia, said,

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 “As a nation, we have witnessed a fundamental change in adoption of sports culture with far more running communities, gyms and people taking up different sports. However, we have just scratched the surface and have miles to go. The Puma – Nielsen Sport study proves that there are still significant areas for development. The study indicates the growing need to create awareness and inspiration among adults and kids to play more sport as well as illustrates the myriad ways in which sport adds value to life. There is a direct correlation between sports participation in kids and improved academic performance and positive emotional wellbeing. A strong sports culture brings out the best in people and is critical for the development of a country.”

Ganguly added,

“Puma’s new platform, Let There Be Sport, will be our priority this year. It will promote and encourage sport and fitness as a life skill. We will heavily invest in creating awareness towards sports adoption at a mass level, build more moments of inspiration, continue to support grassroot athletes and work closely with key stakeholders across sectors to integrate sports and fitness into the main curriculum. In five years, we are confident that a sports-focussed survey will yield better insights in India.”

Puma’s campaign showcases the archetypal need to call sport an extra-curricular activity, highlighting the importance of promoting sports culture as a means of fostering overall development. With the involvement of brand ambassadors and everyday athletes, Puma hopes to inspire the nation towards increased physical fitness and participation in sports activities.


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