Mumbai: Global sportswear brand Puma has pioneered the largest movement in the country’s street culture with its latest collaboration campaign – Suede Gully. A brain child of Puma and DDB Mudra, this collaboration portrays the street culture of India, giving a single, creative stage for self-expression to a talented breed of artists, musicians and dancers.
DDB Mudra along with the brand used Puma Suede as a medium to bring together the talent of the street, and make it a symbol for authentic self-expression. Keeping Suede at the center of it all they’ve brought together the three major street art forms – Graffiti, Rap and Dance into one major creative collaboration.
Ideated and executed by the Bengaluru office of DDB Mudra, the campaigntrains the spotlight on 8 rappers, 7 street artists and 36 hip-hop dancers, all hailing from 4 different corners of the country – Mumbai, Delhi, Shillong and Madurai. The idea was to bring out the artists from the untainted part of the city and stitch together their talent, passion and attitude into one addictive music video.
The ‘Suede Gully’ street anthem, composed by SnehaKhanwalkar and directed by Sasha Rainbow, features four different languages as well – Hindi, Tamil, Punjabi and Khasi.
The dance crews are led by Mukti Mohan and features the Bengaluru-based Black Ice Crew, Shillong’sUnity One Crew, Mumbai’s Beast Mode Crew and Delhi’s Higher Vision Crew.Creating a canvas of self-expression through art are India’s most intriguing street artists, Shilo Shiv Suleman, BaadalNanjundaswamy, Indian Artists crew and AnpuVarkey, whose works transform streets into brilliant exhibits. Representing Indian rap and hip-hop are a bunch of talented rappers – Bombay’s Divine, Delhi’s Prabhdeep, Shillong’s rap crew KhasiBloodz and Madurai’s Madurai Souljour.
Quoting on the campaign, 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.”
Quoting on the work, 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.”
Brand: Puma (India)
Agency: DDB Mudra Group
President and Managing Partner, DDB Mudra South: RanjiCherian
Account Management: Pritika Gupta, Yash Singh Dabi, AtriaGhosh
Media: BharathGaddam, SagarGovindraju
Creative: Brijesh Jacob, Vishnu Srivatsav, Sooraj Pillai, Jonah Costa, Sukanya Subramaniyan, Sajni Masturlal