Campaign India Team
Mar 1, 2024

Puma bats for women's cricket, urges increase in viewership

Watch the film featuring Faye D’Souza, Kareena Kapoor Khan, Masaba Gupta, MC Mary Kom and Vineeta Singh

Puma has partnered with brand ambassadors Kareena Kapoor Khan and MC Mary Kom, along with Faye D’Souza, Masaba Gupta and Vineeta Singh, to promote the viewership of women's cricket.
 
Coincided with the ongoing WPL for which Puma is the kit partner for Royal Challengers Bangalore and Delhi Capitals, the film features the five women speaking about how women's cricket receives 1/8th of the digital viewership men's cricket does, and looks to break the gender bias in the sport, by asking more women to watch it.
 
The campaign will also see five of them attending a Women’s Premier League (WPL) match in New Delhi on 10 March (Delhi Capitals vs Royal Challengers Bangalore), and urges viewers to join them at the stadium.
 
Karthik Balagopalan, managing director, Puma India, said, “As the country’s leading sports brand, PUMA has been a long-standing driver of change in shattering gender biases and championing women’s sports. Traditionally, women in the country have not been encouraged to watch and embrace sports as men have. Now that is the need of the hour. We are at the turning point to create an equitable sporting landscape and women need to watch women’s sport in order to drive change.”
 
He added, “As we launch this campaign today, it is heartwarming to have India’s leading women such as Kareena Kapoor Khan, Vineeta Singh, MC Mary Kom, Masaba Gupta and Faye D’Souza, use the power of their voice and platforms to address this cause. Cricket is 'everyone’s game' and as a brand we have been advocating it from the time we onboarded Harmanpreet Kaur with an award-winning social experiment. We are confident now that this remarkable collaboration will further the narrative, level the playing field, increase fandom and create inspiration for the future generation of women athletes.”
 
 
Source:
Campaign India

Related Articles

Just Published

2 days ago

BBC splits its India operations

Following a series of tax raids in 2023 and shifting regulations, the BBC announced it's dividing its operations in India this week, as it seeks to meet the country's foreign investment rules.

2 days ago

Focus on ability rather than disability, new ...

Initiative led by SPD Contact Centre and agency ABrandADay aims to tackle the underemployment of Persons with Disabilities (PwDs) in Singapore.

2 days ago

H2 2023: Telstra disrupts the norm with its $100 ...

North America dominated the global creative landscape in H2, but high-value shifts from APAC, like telecom major Telstra abandoning the traditional agency model made news.

2 days ago

The individual vs the collective effort in ...

Brands have the power to revitalise the value of sustainability, its collective progress, and individual benefits—and now is the time for them to do it. Natasia Wangsaputra opines.