Sports brand Puma India has launched AI-led campaign called ‘Puma Dive’.
Virat Kohli, Cricketer and Puma ambassador, took to his social media to announce the Puma Dive campaign along with an image of him diving and asking fans to rate it, as per the company statement.
Under the two-month-long campaign, participants will be invited to upload images of best dives in everyday life – be it swimming, sky diving, artistes at concerts, to even self-participation at Puma’s offline events at malls and stores this season with hashtag PumaDive. With #PumaDive, the brand promises that once you see the dive, you can’t unsee it!
Karthik Balagopalan, Managing Director, Puma India, said, “Fans are the heart and soul of the sporting culture of our country. As a brand, Puma wants to give these fans a fun way to engage to celebrate iconic moments. Our #PumaDive campaign is a reflection of Puma’s unique approach at capturing a collective emotion and creating innovative ways for people to own and express it. This campaign is an immersive mix of fun and AI-led technology with once-in-a-lifetime rewards such as playing a game with our star ambassador Virat Kohli, building an all-round fan experience.”
The campaign has been conceptualised by Leo Burnett India.
Sachin Kamble, National Creative Director, Leo Burnett India, said, “When it is about owning the sporting season, we at Leo Burnett spotted a simple observation. Be it a diving catch at mid-wicket, or a goal-keeper saving a top corner penalty; all dives in sport and in life resemble the Puma logo. We leaned on AI technology to open the Puma Dive campaign for fans, offering them dive scores for each dive they capture and share, gamifying the two-screen experience entirely. Our big plan is to make “Puma Dive” a universal phrase because ‘once you see it, you can’t unsee it. “
Puma Dive campaign: