Puma wanted to create a campaign that would influence fan culture during the World Cup. Using the iconic celebration of Indian cricket captain Virat Kohli, rap superstar Divine and a simple hand gesture; we created a campaign that captivated audiences across the cricketing world.
We created a teaser for the main video/anthem where Divine teaches Virat Kohli, the Indian cricket captain, how to rap. We released this video using their personal social media handles.
Was Virat going to act? Was he going to release a rap song? The rumour mill went wild.
Was Virat going to act? Was he going to release a rap song? The rumour mill went wild.
Fun fact: I directed this teaser using the second unit crew from the main film!
We created a highly effective digital campaign that allowed users to engage in friendly banter with fans of other countries during the World Cup
We created a Tik Tok challenge using the hand gesture that had already spread organically among Indian cricket fans. This challenge received thousands of entries and nearly 2 billion views online.
