Mumbai: To celebrate women who challenge conventional gender roles and expectations in society, PUMA, Sports and Lifestyle Brand in the country has partnered with Wattpad India, the global entertainment company and the world’s leading storytelling platform. The companies have come together through the power of stories to celebrate women who are breaking societal barriers and questioning the norm.
The engagement, #BornToProvoke invited Wattpad India’s massive, engaged community of Gen Z and Millennial readers and writers, to share stories, poems and songs with an aim to challenge age-old gender norms. The engagement received over 1300 entries in just 5 days.
With 70% women users and 45% from non-metro regions, Wattpad is a leading platform for young Indians across the country to share their voices and stories online. Wattpad is known as one of the safest spaces for marginalized writers online, and the global Wattpad community has rallied around social issues, championing mental health, gender and racial equality, and LGBTQ+ rights. Every year, readers spend billions of minutes with stories celebrating social justice, making Wattpad the perfect platform to partner with PUMA.
Shreya Sachdev, Head – Marketing and Strategic Initiatives, PUMA India said “Be it through campaigns like Propah Lady, or initiatives like Born To Provoke, PUMA has always celebrated how women continue to shatter stereotypes and break barriers. PUMA ambassadors like Mary Kom and Dutee Chand prove this everyday. We congratulate all participants for sending in their entries and a special shoutout to the winners”.
Devashish Sharma, India Country Head, Wattpad said “At Wattpad, we have a massive community that spends billions of minutes each month deeply engaged in reading, writing, and sharing world-changing stories. Through Born to Provoke, we wanted to encourage conversations about gender roles and empower women through the power of words, to break the glass ceiling. We are thrilled to have partnered with PUMA and support women in India and around the world.”
The most impactful entries have been shared across PUMA and Wattpad’s India social media channels. Winning entries have received exciting PUMA vouchers.