Ad Campaigns
PUMA launches AI campaign with Virat Kohli
Mumbai: Sports brand PUMA India has launched a unique AI-led campaign called PUMA DIVE this season. Virat Kohli, ace cricketer and PUMA ambassador, took to his social media today to announce the PUMA Dive campaign along with an image of him diving and asking fans to rate it.
Virat’s fans in the past have often compared his iconic dives on pitch to PUMA’s leaping cat logo, creating content that has gone viral several times. This season, PUMA has taken the fans’ love for spotting the cat and created a platform to reward them for every image of a dive that they upload on X (formerly Twitter).
Under the two-month-long campaign, participants will be invited to upload images of the 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!
What makes PUMA DIVE unique is the integration of generative AI, which will assess the accuracy of each dive in relation to the PUMA’s iconic leaping cat logo, in under a minute. The closer a participant’s image of a dive matches the PUMA logo, the greater the reward they receive.
Top entries in the season have the unique chance to play a real life cricket match against PUMA brand ambassador Virat Kohli or win his special boots. Every participant is guaranteed a reward.
“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,” said PUMA India MD Karthik Balagopalan.
Conceptualised by Leo Burnett India exclusively for PUMA, the campaign is expected to see enthusiasts from around the world taking part in this unique engagement.
“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’, “ said Leo Burnett India national creative director Sachin Kamble.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
