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<ul><li>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.' </li><li>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. </li><li>It encouraged women to come forward, make their own rules and celebrate who they really are. </li><li>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.</li></ul>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. <br /><br />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'.<br /><br />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.’ <br /><br />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.’<br /><br />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. <br /><br />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. <br /><br />Let's get Behind the Ad and see how it all started in the first place: <br />
    <div type="Video" msid="72214381" hostid="261" title="Here's the story behind Puma’s empowering, unapologetic campaign, Propah Lady" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=72214381"></div>



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

<ul><li>Kareena joins the brand’s roaster of dynamic women personalities like Adriana Lima, Selena Gomez, Cara Delevingne, Sara Ali Khan, MC Mary Kom, and Dutee Chand. </li><li>Puma’s last campaign in India was <keyword id="8238661" type="UNKNOWN" weightage="20" keywordseo="Propah-Lady">Propah Lady</keyword>. It had started a conversation around redefining what a ‘proper lady’ is. It created a ripple effect on social media; women started sharing their ‘unconventional pictures,’ writing their own rules, and posing as ‘Propah Lady.’</li><li>After on-boarding Kareena Kapoor Khan, Abhishek Ganguly, General Manager, <keyword id="567332" type="COMPANY" weightage="20" keywordseo="Puma-India">PUMA India</keyword> and Southeast Asia says the brand aims to ignite a stronger women’s narrative.</li></ul>Global sports brand PUMA has teamed up with Kareen Kapoor Khan as its brand ambassador. With this association, Kareena joins the brand’s roaster of dynamic women personalities like Adriana Lima, Selena Gomez, Cara Delevingne, Sara Ali Khan, MC Mary Kom, and Dutee Chand. <br /><br />Known for her dedicated fitness routine, Kareena will be the face for PUMA’s soon-to-be launched Studio Collection – a low-intensity training apparel collection perfect for Yoga, Barre, and Pilates workouts. Channelling her sartorial workout looks, the collection is sure to keep one moving from the studio to the streets with a practice in style.<br /><br />“What I connected most with PUMA is that they have always been pushing boundaries, encouraging women to be their unapologetic self. This resonates deeply with me because it’s something I’ve always believed in and followed for myself, whether in my personal or professional life,” said Kareena Kapoor Khan who has been brought on board as the brand ambassador. <br /><br />Kareena adds, “This new partnership with PUMA gives me an opportunity to connect with and encourage more women to lead a fit and healthy lifestyle. Fitness is an essential, integral part of my life and I truly enjoy it in its various forms whether its Yoga, Pilates or even just a morning walk. I’m looking forward to everything Puma and I have planned in the coming months.” <br /><br />Speaking about the association, Abhishek Ganguly, General Manager, PUMA India and Southeast Asia says, “Kareena personifies our philosophy ‘where the gym meets the runway’. She is not only an inspiration but is also a true embodiment of what it means for women to maintain a healthy lifestyle while donning multiple hats. We are thrilled to have her join the PUMA family. Through this association, we aim to ignite a stronger women’s narrative for the brand.”<br /><br />PUMA’s Studio Collection will be available from April 2020 on PUMA.com, PUMA Stores and selected retailers.<br />

Puma tries to ignite a stronger women’s narrative by on-boarding Kareena Kapoor Khan as its latest face

<p><em><a href="http://www.businessinsider.com/insiderpicks" target="_blank" rel="noopener">Insider Picks</a><span> </span>writes about products and services to help you navigate when shopping online. Insider Inc. receives a commission from our affiliate partners when you buy through our links, but our reporting and recommendations are always independent and objective.</em></p><p>We rounded up the eight best sales and deals happening online today, with savings on Puma sportswear, Keurig single-serve coffee makers, and Timex watches. For even more deals and savings across the web, check out <a href="https://coupons.businessinsider.com/" target="_blank" rel="noopener">Business Insider Coupons</a>.</p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><a href="https://us.puma.com/en/us/sale?affID=133628&amp;mktID=AFF:133628:PepperJam:2-396987:USA&amp;clickId=2714030435" target="_blank" rel="noopener"></a><p class="source"><span>Puma</span></p></div><p></p></div></div></p><h2>1. <a href="https://us.puma.com/en/us/sale?affID=133628&amp;mktID=AFF:133628:PepperJam:2-396987:USA&amp;clickId=2714030435" target="_blank" rel="noopener">Save an extra 25% on select styles at Puma</a></h2><p><span>With everything from innovative performance sneakers to classic lifestyle shoes, Puma appeals to pretty much any style (at least as far as sneakers go). Puma's sale section always has great picks, but now</span> through June 2, you can save an extra 25% on select styles by using the promo code "<strong>BONUS25</strong>" at checkout. In addition to footwear, the sale also includes apparel and accessories like backpacks, hats, socks, and underwear. For more <a href="https://coupons.businessinsider.com/puma" target="_blank" rel="noopener">deals and savings at Puma, visit Business Insider Coupons here</a>. </p><h3><a href="https://us.puma.com/en/us/sale?affID=133628&amp;mktID=AFF:133628:PepperJam:2-396987:USA&amp;clickId=2714030435" target="_blank" rel="noopener">Shop the Puma sale now</a>. </h3><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><a href="https://click.linksynergy.com/deeplink?id=EHFxW6yx8Uo&amp;mid=38606&amp;murl=https%3A%2F%2Fwww.bestbuy.com%2Fsite%2Fkeurig-k200-single-serve-k-cup-pod-coffee-maker-turquoise%2F7686334.p%3FskuId%3D7686334" target="_blank" rel="noopener"></a><p class="source"><span>Best Buy</span></p></div><p></p></div></div></p><h2>2.<span> <a href="https://click.linksynergy.com/deeplink?id=EHFxW6yx8Uo&amp;mid=38606&amp;murl=https%3A%2F%2Fwww.bestbuy.com%2Fsite%2Fkeurig-k200-single-serve-k-cup-pod-coffee-maker-turquoise%2F7686334.p%3FskuId%3D7686334" target="_blank" rel="noopener">Save $70 on a Keurig K200 Single-Serve coffee maker at Best Buy</a></span></h2><p>Perfect for small kitchen counters and office desks, the Keurig K200 is compact in size while maintaining all the necessary features of a great coffee maker. It has a 40-ounce water reservoir, lets you brew nine different sizes, and allows you to control the strength of your coffee. Originally priced at $140, you can save $70 on one today at Best Buy. For more deals and<span> </span><a href="https://coupons.businessinsider.com/best-buy" target="_blank" rel="noopener">savings at Best Buy, visit Business Insider Coupons here</a>.</p><h3><span><a href="https://click.linksynergy.com/deeplink?id=EHFxW6yx8Uo&amp;mid=38606&amp;murl=https%3A%2F%2Fwww.bestbuy.com%2Fsite%2Fkeurig-k200-single-serve-k-cup-pod-coffee-maker-turquoise%2F7686334.p%3FskuId%3D7686334" target="_blank" rel="noopener">Keurig K200 Single-Serve coffee maker, $69 (Originally $139.99)</a> </span>[You save $70]</h3><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><a href="https://click.linksynergy.com/deeplink?id=EHFxW6yx8Uo&amp;mid=37811&amp;murl=https%3A%2F%2Fwww.clubmonaco.com%2F" target="_blank" rel="noopener"></a><p class="source"><span>Club Monaco</span></p></div><p></p></div></div></p><h2>3. <a href="https://click.linksynergy.com/deeplink?id=EHFxW6yx8Uo&amp;mid=37811&amp;murl=https%3A%2F%2Fwww.clubmonaco.com%2F" target="_blank" rel="noopener">Save 20% on bottoms at Club Monaco</a></h2><p>Now through June 2, you can automatically save 20% on bottoms for men and women. The sale includes lightweight chinos, shorts, dress pants for guys and shorts, skorts, jeans, and pants for ladies. If you don't want to be stuck wearing the same few pairs of pants or shorts this summer, you should take a look at this sale and diversify your wardrobe.</p><h3><a href="https://click.linksynergy.com/deeplink?id=EHFxW6yx8Uo&amp;mid=37811&amp;murl=https%3A%2F%2Fwww.clubmonaco.com%2F" target="_blank" rel="noopener">Shop the Club Monaco sale now</a>. </h3><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><a href="https://amzn.to/2Wskg2J" target="_blank" rel="noopener"></a><p class="source"><span>Amazon</span></p></div><p></p></div></div></p><h2>4. <a href="https://amzn.to/2Wskg2J" target="_blank" rel="noopener">Preorder the all-new Fire 7 Kids Edition tablet on Amazon and get free headphones</a></h2><p>Amazon is releasing the all-new Fire 7 Kids Edition tablet on June 6 - and for a limited time, you can get a free pair of kid-friendly, volume-safe wired headphones when you pre-order the device. Together, kids will be able to enjoy videos, games, and more without interrupting you or others in the surrounding area - and you won't have to worry about unsafe audio levels. The device also comes with one<span> year of Amazon FreeTime Unlimited, which gives your kids access to over 20,000 apps, games, books, videos, audiobooks, and educational content from PBS Kids, Nickelodeon, Disney, and other kid-friendly publishers.</span></p><h3><a href="https://amzn.to/2Wskg2J" target="_blank" rel="noopener">Amazon Fire 7 Kids Edition Tablet with headphones, $99.99 (Separately $121.70)</a> [You save $21.71]</h3><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><a href="https://click.linksynergy.com/deeplink?id=EHFxW6yx8Uo&amp;mid=39818&amp;murl=https%3A%2F%2Fwww.timex.com%2F" target="_blank" rel="noopener"></a><p class="source"><span>Timex</span></p></div><p></p></div></div></p><h2>5. <a href="https://click.linksynergy.com/deeplink?id=EHFxW6yx8Uo&amp;mid=39818&amp;murl=https%3A%2F%2Fwww.timex.com%2F" target="_blank" rel="noopener">Save 20% on Timex watches</a></h2><p>Timex is a time-tested watch brand that's known for its stylish designs and affordable prices - and the current summer sale is making its prices even better. For a limited time, you can save 20% on select styles by using the promo code "<strong>SUNNY20</strong>" at checkout. From minimalistic analogs and detailed chronographs to sportier digital watches and GPS trackers, the sale includes a huge selection of timepieces.</p><h3><a href="https://click.linksynergy.com/deeplink?id=EHFxW6yx8Uo&amp;mid=39818&amp;murl=https%3A%2F%2Fwww.timex.com%2Fbrowse%2Fsale%2Fmens-summer-sale%2F" target="_blank" rel="noopener">Shop on sale Timex watches for men here</a>. </h3><h3><a href="https://click.linksynergy.com/deeplink?id=EHFxW6yx8Uo&amp;mid=39818&amp;murl=https%3A%2F%2Fwww.timex.com%2Fbrowse%2Fsale%2Fwomens-summer-sale%2F" target="_blank" rel="noopener">Shop on sale Timex watches for women here</a>. </h3><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><a href="https://click.linksynergy.com/deeplink?id=EHFxW6yx8Uo&amp;mid=1237&amp;murl=https%3A%2F%2Fshop.nordstrom.com%2F" target="_blank" rel="noopener"></a><p class="source"><span>Nordstrom</span></p></div><p></p></div></div></p><h2>6. <a href="https://click.linksynergy.com/deeplink?id=EHFxW6yx8Uo&amp;mid=1237&amp;murl=https%3A%2F%2Fshop.nordstrom.com%2F" target="_blank" rel="noopener">Save up to 50% at Nordstrom</a></h2><p>Nordstrom's huge Half Yearly sale is slowly winding down, but there are still plenty of great savings to be had. Until this Sunday, June 2, you can save up to 50% on thousands of items including clothing, shoes, handbags and accessories, home goods, and tech. To help you shop, <a href="https://www.businessinsider.com/nordstrom-half-yearly-sale-best-deals" target="_blank" rel="noopener">we rounded up the best items in each category to buy on sale</a>. For more <a href="https://coupons.businessinsider.com/nordstrom" target="_blank" rel="noopener">deals and savings at Nordstrom, visit Business Insider Coupons here</a>. </p><h3><a href="https://click.linksynergy.com/deeplink?id=EHFxW6yx8Uo&amp;mid=1237&amp;murl=https%3A%2F%2Fshop.nordstrom.com%2F" target="_blank" rel="noopener">Shop the Nordstrom sale now</a>. </h3><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><a href="http://www.pjatr.com/t/TUJGRkxHRkJGSEhLR01CRktHSUdI?url=https%3A%2F%2Fwww.bollandbranch.com%2F&amp;sid=1559227825248a8q4u59yv" target="_blank" rel="noopener"></a><p class="source"><span>Boll &amp; Branch</span></p></div><p></p></div></div></p><h2>7.<span> </span><a href="http://www.pjatr.com/t/TUJGRkxHRkJGSEhLR01CRktHSUdI?url=https%3A%2F%2Fwww.bollandbranch.com%2F&amp;sid=1559227825248a8q4u59yv" target="_blank" rel="noopener">Save 20% on pillows and duvet inserts at Boll &amp; Branch</a></h2><p>Luxury bedding startup Boll &amp; Branch typically only has one sale a year during Black Friday, but its four-day May Event sale is breaking that tradition. For the third day of the sale, you can save 20% on pillows and duvet inserts by using the promo code "<strong>ESSENTIALS</strong><strong>20</strong>" at checkout. If you've been sleeping on cheap pillows that only last a few months, now is a good time to splurge on some quality ones you won't have to replace as often.</p><h3><a href="http://www.pjatr.com/t/TUJGRkxHRkJGSEhLR01CRktHSUdI?url=https%3A%2F%2Fwww.bollandbranch.com%2F&amp;sid=1559227825248apjj751wl" target="_blank" rel="noopener">Shop the Boll &amp; Branch sale now</a>.</h3><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><a href="https://www.leesa.com/products/leesa-mattress?utm_source=businessinsider&amp;utm_medium=aff&amp;utm_campaign=businessinsider&amp;utm_content=all&amp;utm_term=general" target="_blank" rel="noopener"></a><p class="source"><span>Leesa</span></p></div><p></p></div></div></p><figure id="img-473120" contenteditable="false" data-type="img" data-e2e-name="image-figure-image" data-media-container="image"><a href="https://click.linksynergy.com/deeplink?id=EHFxW6yx8Uo&amp;mid=37615&amp;murl=https%3A%2F%2Fwww.ahalife.com%2F&amp;u1=1559227825248acm3ainua" target="_blank" rel="noopener"></a></figure><h2>8.<span> </span><a href="https://www.leesa.com/products/leesa-mattress?utm_source=businessinsider&amp;utm_medium=aff&amp;utm_campaign=businessinsider&amp;utm_content=all&amp;utm_term=general" target="_blank" rel="noopener">Save 15% on your order and get two free pillows at Leesa</a></h2><p>We named Leesa's hybrid mattress<span> </span><a href="https://www.businessinsider.com/best-mattress#the-best-mattress-overall-1" target="_blank" rel="noopener">the best overall mattress you can buy</a><span> </span>for its superb comfort. Even at full price, Leesa mattresses are a great value, but right now you can save 15% through an offer exclusive to Business Insider readers. Simply use the promo code "<strong>BUSINESSINSIDER</strong>" at checkout to receive the discount. All orders that include a mattress will also come with two free pillows. In addition to mattresses and pillows, Leesa also sells sheets, blankets, mattress protectors, and bed platforms to complete your bedroom.</p><h3><a href="https://www.leesa.com/products/leesa-mattress?utm_source=businessinsider&amp;utm_medium=aff&amp;utm_campaign=businessinsider&amp;utm_content=all&amp;utm_term=general" target="_blank" rel="noopener">Shop the Leesa mattress sale now</a>.</h3><p class="tagline"><a href="https://www.businessinsider.com/intelligence/5-biggest-questions-around-amazons-new-grocery-chain?IR=T&amp;itm_source=businessinsider&amp;itm_medium=ctgr_bii&amp;itm_term=ctgr_leadgen&amp;itm_content=ecommerce&amp;itm_campaign=5-biggest-questions-around-amazons-new-grocery-chain"></a></p>

Save an extra 25% on sneakers and clothes at Puma and up to 50% at Nordstrom - plus 6 other sales happening now

<ul class="summary-list"><li>Thom Browne defeated Adidas in court this month over its right to use its four stripe design.</li><li>Adidas sought $7.8 million in damages, alleging consumers could easily confuse the two brands.</li></ul><p>American designer Thom Browne grew wider recognition among fashionistas this month after the high-end designer<a href="https://www.businessinsider.com/thom-browne-wins-lawsuit-against-adidas-over-stripe-designs-2023-1"> took on Adidas in court and won</a>. </p><p>Adidas sued the fashion house in 2021, alleging that customers can <a href="https://www.businessinsider.com/adidas-thom-browne-battle-over-stripes-kicks-off-in-court-2023-1">confuse Thom Browne's four-stripe brand designs with Adidas' three stripes</a>. The company also alleged that Thom Browne's designs infringe on the company's trademark on parallel stripes, which Adidas has used for over 70 years. Browne launched his clothing line in early 2000 and has since pumped out parallel stripe designs on everything from suits paired with pleated skirts and shorts to cashmere sweaters and socks over the years. </p><p>Adidas sought roughly $7.8 million in damages — equivalent to the amount Adidas believed it would have earned through a licensing agreement with Thom Browne and profits Thom Browne made off the parallel stripe designs. </p><p>In the end, Thom Browne's attorneys successfully argued that consumers don't confuse the two brands because Adidas is a sportswear company and Thom Browne is a luxury fashion house. </p><p>A single pair of striped socks from Thom Browne can retail for $120, while similar crew socks from Adidas cost around $16 for a three-pack. Browne pointedly entered Manhattan's Southern District Court on the opening day of the trial in a black shorts suit and high socks, one of which featured white stripes. </p><div type="image" title="Fashion designer Thom Browne walking while wearing shorts suit and striped sock" height="1666" width="2223" msid="97358219" hostid="261" sizebytes="203732"></div><p>"Fighting this was important," Browne said <a href="https://www.nytimes.com/2023/01/13/style/thom-browne-adidas-sweatpants.html" target="_blank" rel="noopener">in an interview with The New York Times</a> after the verdict was read. He told the publication the decision was a "protection for creativity" against big companies. "When you create something, someone can't just come and take it away from you."</p><p>The court battle was a real David versus Goliath story. Thom Browne made $285 million in 2021 revenue compared to $23 billion for Adidas, according to the <a href="https://www.nytimes.com/2023/01/13/style/thom-browne-adidas-sweatpants.html" target="_blank" rel="noopener">New York Times report</a>.</p><p>The battle is likely not over between the two companies. Adidas said in a previous statement to Insider that it may appeal the decision.</p><p>"We are disappointed with the verdict and will continue to vigilantly enforce our intellectual property, including filing any appropriate appeals," an Adidas spokesman said. </p><p>A spokesperson for Thom Browne, Inc. told Insider it was pleased with the jury's decision that the company did not infringe on any of adidas' trademarks.</p><p>"We look forward to continuing to design and provide the creative products that have become the hallmark of the Thom Browne label.," the spokesperson added. </p><div type="image" title="Thom Browne prepares a model backstage before the Thom Browne Womenswear Fall/Winter 2020/2021 show as part of Paris Fashion Week on March 01, 2020" height="2726" width="3635" msid="97358220" hostid="261" sizebytes="585790"></div><h2>Who is Thom Browne?</h2><p>Thom Browne's started his eponymous brand in 2001 with seed money he borrowed from his siblings, <a href="https://www.gq.com/story/designer-of-the-year-thom-browne-menswear" target="_blank" rel="noopener">GQ reported</a>. </p><p>The designer has <a href="https://www.insider.com/michelle-obama-best-style-moments-2021-1">styled celebrities</a> like <a href="https://www.gq.com/story/thom-browne-lebron-james-suit" target="_blank" rel="noopener">NBA star Lebron James</a>, supermodel Gigi Hadid, and <a href="https://www.instyle.com/thom-browne-brand-history-6752045" target="_blank" rel="noopener">former First Lady Michelle Obama</a>.</p><p>Born in Allentown, Pennsylvania, Browne opened his first store in New York City in 2003 with five made-to-measure grey suits. His company has since expanded to over 50 stores and also sells footwear, accessories like eyewear and neckties, and a fragrance, <a href="https://www.thombrowne.com/us/about" target="_blank" rel="noopener">according to its site.</a></p><p>"The grey suit remains elemental to all he does, signifying a singular point-of-view and the commitment to exceptional quality in fabrics and tailoring," Thom Browne's website reads.</p><p>In 2007, after Adidas discovered how Thom Browne was using stripes, the label agreed to add a fourth stripe to its designs to avoid a legal battle. <a href="https://www.npr.org/2023/01/25/1151270484/fashion-designer-thom-browne-scores-a-major-victory-against-adidas" target="_blank" rel="noopener">Browne recently told NPR his striped designs</a> were influenced by his love of sports and the clothing athletes wore.</p><p>"I have always been inspired by sports. I grew up swimming, playing tennis, and come from a family of seven kids who - we all did sports," he said on NPR. "So the stripes really were inspired by varsity tennis sweaters and varsity pieces of clothing."</p><p>According to <a href="https://www.nytimes.com/2023/01/13/style/thom-browne-adidas-sweatpants.html">The New York Times</a>, Adidas came calling again in 2018 about the striped designs. By then, Thom Browne was dressing sports teams like the NBA's Cleveland Cavaliers and European soccer club FC Barcelona for pregame appearances. Thom Browne had also expanded its activewear category with more sweatpants and hoodies.</p><h2><div type="image" title="Thom Browne sweatpants on the right" height="2000" width="2666" msid="97358224" hostid="261" sizebytes="185188"></div></h2><p>Both casual wear and sports are Adidas business' bread and butter. The company <a href="https://qz.com/quartzy/1647995/adidas-has-sued-pretty-much-everyone-who-has-used-stripes" target="_blank" rel="noopener">has not been shy about taking legal action</a> against brands it believes are infringing on its three stripes trademark. In recent years, Adidas has challenged Puma, Payless, and Skechers over shoe designs. </p><p>Browne currently sits as Chairman of the Council of Fashion Designers of America, succeeding Tom Ford. He took over the role this month on January 1. The trade association has previously awarded Browne its Menswear Designer of the Year award three times in 2006, 2013, and 2016. <br /><br />"I am very excited about taking on the chairmanship of the CFDA," Browne said <a href="https://cfda.com/news/thom-browne-elected-chairman-of-the-cfda" target="_blank" rel="noopener">in an October statement after the announcement</a>. "I also feel that it is important to give back to an industry that has supported me so well over the last 20 years. I am so proud to be an American designer… there is so much happening in American design today that the world needs to really see and recognize and truly appreciate."</p>

Meet Thom Browne, the stripe-obsessed designer who took on Adidas and won

<ul><li>The Awards recognise how leading brands are effectively leveraging YouTube as a platform to engage audiences to drive business goals and drive consumer engagement at scale across the country. </li><li>Launched earlier this year in association with Kantar for advertising released between October 2019 and February 2021, the winning campaigns represent a range of popular advertising formats across seven categories.</li></ul>The inaugural India edition of the <keyword id="11803860" type="UNKNOWN" weightage="20" keywordseo="youtube-works-awards">YouTube Works Awards</keyword> today announced its winners. The Awards recognise how leading brands are effectively leveraging YouTube as a platform to engage audiences to drive business goals and drive consumer engagement at scale across the country.<br /><br />Launched earlier this year in association with Kantar for advertising released between October 2019 and February 2021, the winning campaigns represent a range of popular advertising formats across seven categories, from 6-second Storytelling to Multi-video Storytelling, and were selected by a 12-member jury comprising some of the most respected business leaders and marketers in the country. <br /><br />During a time that was marked by several lockdowns and restricted creative production, the jury picked campaigns by Mondelez, which bagged both the Ruby and the Grand Prix for its ‘Not just a Cadbury’ ad, InMobi, Amazon Prime, Puma, Motilal Oswal, and upGrad as the winners.<br /><br />Announcing the Awards, Aditya Swamy, Director, Marketing Partnerships, Google India, said, “Online video is the gateway to the Internet for India. With four in five Indian consumers valuing YouTube deeply, and viewership growing both in rural and urban India, YouTube has emerged as India's favourite destination for video content. I raise a toast to the gamechangers across brand, creative, media, and creator ecosystems that are shaping digitally supercharged India’s shift towards YouTube. With these awards, our effort is to spotlight the most incredible work across the industry, using data-driven insights and tech-powered storytelling to deliver real impact for every kind of business. I want to express my deep gratitude to the Jury for their thoughtful analysis of the entries and picking the stand-out work done in India on YouTube. I look forward to all of us creating magic for brands by mixing creative, data and technology together.”<br /><br />Speaking about the key role YouTube served in the execution of the ‘Not just a Cadbury’ campaign, Anil Viswanathan, Senior Marketing Director, Mondelez, said, “We are thrilled for the ‘Not just a Cadbury’ campaign to be judged winner in two prestigious categories of the <keyword id="11803861" type="UNKNOWN" weightage="20" keywordseo="youtube-works">YouTube Works</keyword> Awards, the Ruby and the Grand Prix. This is yet another fabulous moment of celebration for the team.<br /><br />“Our campaign idea was to support small business owners impacted by the COVID-19 lockdowns through hyper personalisation and hyper localization. Both these would not have been possible without YouTube which powered it to achieve the levels of customization never achieved before. YouTube’s personalization capabilities helped bring together thousands of small business owners across thousands of PIN codes together with customers in their neighbourhoods, all on a single ad.”<br /><br />Commenting on the Awards, jury member and Head of Marketing, Bajaj Auto, Narayan Sundararaman, said, “'It was a great experience to be on the Grand Jury of these Awards and view such a large number of outstanding creative executions across businesses. The winning campaigns stand out for their ability to harness audience insight and storytelling with the advantage of content and context that YouTube uniquely provides to brands.”<br /><br />Josy Paul, Chairman and Chief Creative Officer, BBDO India, said, “Being on the jury of the first ever YouTube Works awards in India was a mind-altering experience. The experience opened my mind to the immense possibilities that YouTube offers. I came as a judge and left as a student.”<br /><br />Speaking of the judging process, Nandini Dias, CEO, LODESTAR UM, said, “The craft-agnostic nature of the jury put together for the YouTube Works Awards resulted in a fresh cross-pollination of perspectives, which made the discussions enriching and stimulating.”<br /><br />Agnello Dias, Creative Chairman, Dentsu, added, "The YouTube Works judging experience was a fascinating experience because some of the categories were such a clear indication as to where the world of marketing communications is heading. Besides, a lot of the work threw up completely fresh insights into how creativity is being consumed by target audiences in the contemporary era."The winners of the <keyword id="11803859" type="UNKNOWN" weightage="20" keywordseo="youtube-works-india-awards">YouTube Works India Awards</keyword> are:<br /><br /><b>Grand Prix: </b>Demonstrates excellence throughout the entire process, from identifying critical consumer insights and building creative idea, to executing the campaign through effective media buying and powerful messaging in all assets and formats<br /><br /><ul><li>Campaign Name - <a href="https://www.youtube.com/watch?v=gBWLm6Sx1WI" target="_blank">Not just a Cadbury ad</a></li><li>Winners - Mondelez | Wavemaker &amp; DeltaX | Ogilvy India</li></ul><b>The Ruby: </b>The most creative, innovative and data-driven work with demonstrable business results<br /><br /><ul><li>Campaign Name - <a href="https://www.youtube.com/watch?v=gBWLm6Sx1WI" target="_blank">Not just a Cadbury ad</a></li><li>Winners - Mondelez | Wavemaker &amp; DeltaX | Ogilvy India</li></ul><b>Media Innovation: </b>Brilliant media planning that drove business results<br /><br /><ul><li>Campaign Name - <a href="https://youtu.be/Mu3Rq3dzMzE" target="_blank">Glance - Baar Baar Dekho</a></li><li>Winners - Glance | In-Mobi | DDB Mudra</li></ul><b>Best Multi-Video Storytelling: </b>Demonstrates a keen understanding of the audience, and an ability to bring a story to life through exceptional copywriting, creative direction, and flawless production across multiple videos<br /><br /><ul><li>Campaign Name - <a href="https://www.youtube.com/watch?v=fUeyAItugv8" target="_blank">Mirzapur S2 ka Bhaukaal</a></li><li>Winners - Amazon Prime Video India | PivotRoots | SoCheers</li></ul><b>Best Long Form Storytelling: </b>Demonstrates a keen understanding of the audience, and an ability to bring a story to life through exceptional copywriting, creative direction, and flawless production in a video beyond 30 seconds<br /><br /><ul><li>Campaign Name - <a href="https://www.youtube.com/watch?v=xoVhnuCzHdA" target="_blank">PUMA Propah Lady</a></li><li>Winners - Puma | Digitas</li></ul><b>6-Second Storytelling: </b>Demonstrates a keen understanding of the audience, and an ability to bring a story to life through exceptional copywriting, creative direction, and flawless production in a 6 second YouTube bumper ad<br /><ul><li>Campaign Name - <a href="https://www.youtube.com/watch?v=eCEUJ_0GPaw" target="_blank">Poor Quality Hurts – Motilal Oswal</a></li><li>Winners - Motilal Oswal Financial Services | Social Kinnect | Mullen Lintas</li></ul><b>Best Collaboration: </b>The best strategic and creative collaboration between Brand &amp; Creator that drove incredible buzz &amp; positive brand associations<br /><br /><ul><li>Campaign Name - <a href="https://www.youtube.com/watch?v=OkBuuRW8f_Y" target="_blank">BeYouNick x upGrad Originals - The Office Canteen</a></li><li>Winners - upGrad | Monk Entertainment | Be YouNick</li></ul>The Jury also included: Aditi Shrivastava, Co-founder, Pocket Aces; Amer Jaleel, Group CEO and Chairman, MullenLowe Lintas Group; Anita Nayyar, COO-Media &amp; Communications, Patanjali Ayurved Limited; Harman Dhillon, Vice President - Haircare, HUL; <keyword id="2811220" type="PERSON" weightage="20" keywordseo="Sukesh-Nayak">Sukesh Nayak</keyword>, Chief Creative Officer, Ogilvy India; Priti Murthy, CEO, OMD India; Rajdeepak Das, Chief Creative Office &amp; CEO – South Asia, Leo Burnett; Ravi Santhanam, CMO, HDFC Bank.<br />

YouTube announces Winners of first India edition of YouTube Works Awards

<p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>AP Photo/Jacquelyn Martin</span></p><p class="caption">First Lady Melania Trump was slammed for wearing heels to Texas following Hurricane Harvey</p></div><p></p></div></div></p><ul><li><strong>The high heel is on its way out, The New York Times reported. </strong></li><li><strong>Ditching heels may be a nod to safety - especially as sexual assault and harassment allegations dominate the news. </strong></li><li><strong>It also seems to be a way for women to reclaim their well-being more generally over being sexually appealing to men. </strong></li></ul><p> </p><p>As powerful men in industries from the<a href="http://www.businessinsider.com/walmart-cuts-ties-with-mario-batali-2017-12"> restaurant world to tech</a> are hit with sexual assault and harassment allegations, women are ditching heels - both for safety and as a way to reclaim control. </p><p><a href="https://www.nytimes.com/2017/12/16/fashion/the-end-of-high-heels.html">The New York Times reports</a> that many women are ditching high heels, and instead turning towards more comfortable options from the super-utilitarian Crocs to trendy sneaker brands like Allbirds. </p><p>There are many factors behind the trend - but a through line seems how women are treated in 2017. </p><p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><p class="source"><span>Photo by Robert Altman/Invision/AP</span></p><p class="caption">Slides from Rihanna's "FENTY" x Puma collection</p></div><p></p></div></div></p><p>First, there are questions of safety. High heels are often painful creations that are typically more difficult to walk in than the average flat, making it difficult to escape dangerous situations. </p><p>"You only need to spend a few minutes on the internet these days to see that, yes, there are quite a lot of times when, unfortunately, it would help to be able to run," Renee Engeln, a professor of psychology at Northwestern University, told The Times. </p><p>"Men have no clue that this is something a lot of women think of," shoe designer Eree Kim said on the topic of making shoes that women can defend themselves in. </p><p>Still, ditching heels isn't simply a strategy to fend off sexual violence for most. Instead, at a time when women are exposing sexual predators across countless industries, ditching heels can be a way to show that they value their own general well-being over men's desires. </p><p>"High heels can lead to corns on the toes, corns in between the toes, damaged and thickened toenails, cause bunions to worsen, create hard skin on the sole of the foot, lead to changes in the shape of the foot, affect knees and hips, and affect foot function later on in life," <a href="http://www.businessinsider.com/side-effects-of-wearing-heels-2016-2">podiatrist Andrew Gladstone told Business Insider.</a></p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>Photo by Jordan Strauss/Invision/AP</span></p><p class="caption">Gal Gadot wore flats and sandals alongside heels while promoting "Wonder Woman"</p></div><p></p></div></div></p><p>With the obvious health repercussions, women - even women who wear heels - are increasingly protesting the fact that the high heels has become so widely accepted. </p><p>The Times interviewed Florie Hutchinson, who is campaigning to get a flat emoji to be added to the iPhone in addition to the current red high heel. Cannes was<a href="http://www.businessinsider.com/afp-cannes-apologises-over-high-heel-furore-2015-5"> forced to apologize</a> in 2015 after women wearing flats were reportedly turned away from a viewing of Carol. And, <a href="http://www.telegraph.co.uk/women/work/temp-worker-sent-home-from-pwc-job-for-not-wearing-high-heels/">temp worker Nicola Thorp</a> petitioned the British government to make it illegal for companies to require women to wear heels to work. </p><p>The Times reports that people often gravitate towards heels during times of heightened anxiety. Post-9/11, flats and sneakers sky-rocketed in prominence after a peak of high heel popularity. </p><p>Women's political power and unequal treatment have dominated headlines over the last year. As more women take a stand, it makes sense that fashion will also evolve - if not to kill the high heel all together, at least to make room for safer options for women. </p><p class="tagline"><div id="categorypromo" style="border:1px solid silver; min-height:90px; padding:10px;vertical-align:top;"><a href="http://read.bi/retail-2018"></a><strong>EXCLUSIVE FREE SLIDE DECK:</strong><br>The Future of <keyword id="6354851" type="ORGANIZATION" weightage="100" keywordseo="Retail">Retail</keyword> 2018 by the BI Intelligence Research Team.<br><strong><a href="http://read.bi/retail-2018">Get the Slide Deck Now »</a></strong></br></br></div></p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/bud-light-dilly-dilly-viral-commercial-super-bowl-campaign-2017-12">What 'Dilly Dilly' means - and how Bud Light came up with its viral campaign</a></h3>        <div>                    </div>    </div>

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