Puma integrates Indian graffiti, street dance and hip hop in four languages to woo millennials

As part of a hyper local language promotion strategy for its range Puma Suede, Puma has rolled out its latest campaign 'Suede Gully' where it portrays the street culture of India to woo millennials.

Conceptualized by DDB Mudra, the film captures together three street art forms - namely graffiti, rap and dance - and showcases those through eight rappers, seven street artists and 36 hip-hop dancers from Mumbai, Delhi, Shillong and Madurai.

The ‘Suede Gully’ street anthem is composed by Sneha Khanwalkar and directed by Sasha Rainbow and features four different languages– Hindi, Tamil, Punjabi and Khasi. The video alternates between the artists who are transforming the streets fuses into a single rap. The video also features actress Disha Patani.

The dance crews are led by Mukti Mohan and features the Bengaluru-based Black Ice Crew, Shillong’s Unity One Crew, Mumbai’s Beast Mode Crew and Delhi’s Higher Vision Crew. Also, featuring are Indian street artists, Shilo Shiv Suleman, Baadal Nanjundaswamy, Indian Artist crew and Anpu Varkey. Representing Indian rap and hip hop are Bombay’s Divine, Delhi’s Prabhdeep, Shillong’s rap crew Khasi Bloodz and Madurai's Madurai Souljour.

Debosmita Majumder, head of marketing, Puma (India) said: “Today’s youth have taken to modern forms of self-expression, giving rise to a new generation of creators. They use the streets as a canvas to express themselves through various forms of art, music and dance. For the first time in India, PUMA is bringing these diverse art forms on a single platform – Suede Gully. Suede Gully is our attempt to bring to the forefront the true essence of Indian street culture.”

Vishnu Srivatsav, creative head, DDB Mudra South said: “Puma’s Suede has always been a voice of street culture and Suede Gully looks to bring to life the incredibly unique and diverse culture and expression of our very own gullies. It’s art, its music, its culture and it’s fashion. So many people, folks who live for their art, from different corners of the country, bringing their awesome talents to collaborate on this platform, that’s really special.”

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Taruka Srivastav

I march to the Indian beat of The Drum.

All by Taruka