The Propah Lady Campaign by Puma’s core narrative goes beyond breaking stereotypes and puts focus on how women are owning their stand and living unapologetically. the fun and relatable direction aims to give women an expression to celebrate their individuality and live life life through their own mantra — like a ‘Propah Lady.’
"She who does push ups
She who wears push ups"
-PUMA
Mood board
Theme - Indian
In Indian society, women are traditionally and socially excluded from many aspects of day to day life.
We as women belong to typical Indian society and it is us who will have to deal and cope up with the situations around. So the chosen theme can be considered as justifiable.
Sketches
The illustration depicts, gone are those days when men were considered strong, today women are beautiful as well as strong. It is inspired by Rajasthani paintings.
Magazine cover iterations
Calendar iterations
"She who sits
cross legged and spread across"
-PUMA
It is the elder people who ask us to sit properly so the illustration in a way shows sit in whichever way you feel comfortable irrespective of the sitting of a ‘proper’ lady.
Sketches
Winner of Puma’s Propah Lady contest
Thank you!
