Sports brand PUMA India has onboarded actor Shanaya Kapoor as its brand ambassador.
The objective is to deepen its connect with Gen Z consumers in India, according to the company.
Quoting a Bain & Company report on E-Retail in 2022, the Puma statement noted that one in three online shoppers in India belongs to Gen Z (aged 15 to 24 years).
She will front Puma’s athleisure and performance wear.
The quirky promo features Kapoor being low on energy and enthusiasm, until she discovers Puma.
As part of her association with Puma, Kapoor announced her debut on messaging app Snapchat. Through her public account, Shanaya will engage with her Snapchat audience and give exclusive and unfiltered glimpses of her life and partnership with Puma.
India has the biggest user base on Snapchat in the world with over 200 million monthly users and about 90 pc of users are between 18 and 24 years, the highest for any social media platform, said a Puma statement.
Shreya Sachdev, Head of Marketing at Puma India, said, “Gen Z are digital natives. Their influences on entertainment, shopping, education, fitness, food, and wellbeing are shaped and cultured differently. This cohort requires a distinct language of expression. As a brand, Puma looks forward to connecting authentically with them through our association with Shanaya.”
Sachdev added, “Shanaya Kapoor is a sports lover and a fitness enthusiast. Her distinct style perfectly resonates with our brand’s fashion-forward ethos. She is quirky, fun and self-aware. We are excited to showcase this undiscovered side of Shanaya to her followers.”
Kapoor is now 23 years old. She has 1.8 million followers on Instagram.
Kapoor added, “I love Puma’s sport style vibe. As an active person, I find it extremely important to feel comfortable yet fashion-forward. I have so many ideas for projects and campaigns that I’ll be taking part in and will bring them to life with my Puma family this year.”
Puma’s other brand ambassadors include Kareena Kapoor Khan, Anushka Sharma, Harmanpreet Kaur, MC Mary Kom and Avani Lekhara.
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