Here's the story behind Puma’s empowering, unapologetic campaign, Propah Lady

• With an aim to understand what goes behind the lens and camera, Advertising and Media Insider introduces you to its video series, 'Behind The Ads.'
• In our first episode, we get behind the scenes of Puma’s ‘Propah Lady’ campaign that was released last month and started a conversation around redefining what a ‘proper lady’ is.
• It encouraged women to come forward, make their own rules and celebrate who they really are.
• Debosmita Majumder, Head - Marketing, Puma India and Siddhi Desai, Creative Director, Digitas India told us how it all started — from a poem for Puma’s ‘Shatter’ range of shoes to a digital film that ended up getting 20 million views in less than a week.

With an aim to understand what goes on behind the scenes, Advertising and Media Insider introduces you to its video series called 'Behind The Ads.' The video series will give you a deep insight into the behind-the-scenes of an advertisement and the entire creative process — from brainstorming, arriving on the ‘big idea’ to finally executing it.

In our first episode, we look behind Puma's 'Propah Lady' campaign that broke social media with its insight into what makes a woman 'proper'.

The campaign’s core narrative goes beyond breaking stereotypes and puts focus on how women are owning their stand and living unapologetically. With a fresh perspective, the fun and relatable direction aims to give women an expression to celebrate their individuality and live life through their own mantra — like a ‘Propah Lady.’

Puma partnered with Digitas to conceptualise and bring the digital campaign to life. Led and made by 90% women, this campaign also created a ripple effect on social media; women started sharing their ‘unconventional pictures,’ writing their own rules, and posing as ‘Propah Lady.’

Debosmita Majumder, Head - Marketing, Puma India and Siddhi Desai, Creative Director, Digitas India told us how it all started -- from a poem for Puma’s ‘shatter’ range of shoes to a digital film that ended up getting 20 million views in less than a week.

They further revealed what is was like working with Indian Olympic boxer MC Mary Kom, International Athlete Dutee Chand, Bollywood actor Sara Ali Khan and model Anjali Lama on a single set.

Let's get Behind the Ad and see how it all started in the first place: