German sports brand Puma brought together sports personalities Mary Kom and Dutee Chand, Actor Sara Ali Khan along with influencer and transgender model Anjali Lama to launch a new campaign ‘Propah Lady’.
The aim of this campaign is to break the stereotypes that women face and celebrate their womanhood.
The vision behind Propah Lady
The vision of the campaign is to recognize how a modern-day woman is taking a stand for herself and living her life unapologetically. Women understandably face more issues in terms of what society or their friends and family say to them. Women are constantly reminded about how to “behave like a woman” or even forced to marry someone when they want to pursue something of their interest. This campaign is aimed at encouraging those women who take a stand for themselves and make their own rules while breaking stereotypes.
Dutee Chand is currently one of India’s rising stars in athletics and someone who recently broke the stereotype by publicly coming out. Mary Kom is arguably one of India’s best boxer and a mother of 3 who still fights to win World Titles. Also a part of the face of the campaign, Sara Ali Khan has all the qualities of becoming a super-star, not because of her privileges. Because of the fact that she is a genuine, bold and an outspoken person. Anjali Lama is a transgender model who hails from Nepal but has broken all stereotypes by believing in herself and re-writing the rules of being an ideal model.
— ANJALI LAMA OFFICIAL (@anjalilama00) October 14, 2019
To bring their new campaign Propah Lady to life, Puma partnered with digital advertising agency Digitas to conceptualize and launch the campaign. “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. We want to celebrate women who make her own rules, who break stereotypes. With this campaign, we celebrate empowered women.” said the Managing Director of Puma India, Abhishek Ganguly.
Propah Lady is a digital campaign that aims to create awareness through social media platforms like Instagram, YouTube, Facebook and Twitter. Joining Puma, brands like Nykaa, Myntra and Dunzo will also contribute to create buzz around the campaign.
I like to living my life on my own terms. In the same way I like to wear clothes of my own choice. because I'm a #propahlady and I dress to impress myself, not to others.
Tagging my fav #propahlady… https://t.co/kDlvjn2hI9
— Rashmi Singh (@ajisthsmomstyle) October 16, 2019