PUMA X RCB
Brand
PUMA
Industry
SPORTS
Year
2021
Service
CAMPAIGN IDEATION, PRODUCTION & EXECUTION
Our BRIEF
For the 2021 IPL season, Puma became RCB’s jersey sponsor. For the launch, the new jersey and partnership had to be organic, viral and fitting of Puma’s unique style and tone.
The Approach
Whether it’s Puma, ABD or Virat, speed is the name of the game. So, what better way to launch this jersey than with a race? Our approach started with a Twitter activation and nothing beats a bit of banter between the boys. The “organic” banter started with Captain Kohli posting a video of himself working out.
What followed was a series of replies from RCB’s iconic players & cricket’s biggest names. Virat then responded with a story of his “workout playlist” on Instagram with an easter egg placement that some figured out but left others wondering. Finally, it was race day, and we made the big reveal! But, it didn’t end there.
We also gave people a chance to get their hands on the new jersey before the rest! Keeping the ongoing pandemic in mind, we conducted an online scavenger hunt. And finally, what better way to end a campaign about a race than by having the fastest man in the world sport the new jersey?
THE FINAL RESULTS
With a 24 hour turnaround, and only 10 days for execution, here’s what we achieved:
- 3 Videos (AB, Virat, DDP)
- Covered in 30+ news publications
- 50M+ reach on playlist and video
- 50K reach on for the hunt
- 3M+ reach for Usain Bolt and Pep posts
Other Works
