Sports brand Puma India launched an AI-led campaign themed ‘Puma Dive’. Cricketer and Puma ambassador Virat Kohli took to his social media to announce the campaign, posting an image of him diving and asking fans to rate it.
Puma has created a platform to reward fans for every image of a dive that they upload on X (formerly Twitter).
Participants can upload images of their dives with #PumaDive. Their dives will be rated and top entrants will have the chance to play a real life cricket match against Kohli or win his special boots.
“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 Karthik Balagopalan, Managing Director, Puma India.
Conceptualised by Leo Burnett India, the campaign is expected to see enthusiasts from around the world taking part in the 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 Sachin Kamble, National Creative Director, Leo Burnett India.
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