How Puma Captured India With Influencer Marketing Strategies?

Puma has captured the Indian market with innovative influencer marketing strategies, focusing on cultural relevance, inclusivity, and celebrity partnerships. Collaborations with stars like Virat Kohli and Kareena Kapoor Khan, regional influencers, and targeted campaigns have boosted engagement and sales.

Puma has emerged as one of the most recognized sportswear brands in India, thanks to its clever use of influencer marketing. By combining cultural relevance, celebrity collaborations, and authentic storytelling, Puma has managed to connect with a diverse audience, from fitness enthusiasts to fashion-conscious millennials.

Puma’s influencer marketing strategy isn’t just about flashy endorsements; it’s about building genuine relationships with the Indian consumer. Whether it’s Kareena Kapoor Khan showcasing activewear or regional influencers promoting the latest sneakers, Puma has ensured its messaging resonates across the country. This approach has helped the brand grow its presence in India, a market known for its love of cricket, fitness, and trendy athleisure.

Through Instagram campaigns, localized initiatives, and partnerships with everyday influencers, Puma has demonstrated how a global brand can find its voice in a dynamic and culturally rich market like India. The result? Increased brand loyalty, higher engagement, and a stronger foothold in the competitive sportswear industry.

In this article, we’ll dive into the specifics of Puma’s influencer marketing efforts, exploring the strategies that have helped the brand become a household name in India. Whether you’re a marketer or a sportswear enthusiast, there’s a lot to learn from Puma’s journey.

Collaborations with Celebrities and Influencers

1. Virat Kohli and Anushka Sharma

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Bollywood actor Anushka Sharma and cricketer Virat Kohli showcased their playful chemistry in a new advertisement for Puma, which features a humorous cricket match between the couple. In the ad, Anushka sets quirky and unconventional rules for the game, challenging Virat with conditions like being out after missing the ball three times or losing his temper. The ad highlights Virat's hesitant agreement to Anushka's humorous rule that whoever hits the ball must fetch it themselves, leading to amusing situations including Anushka declaring a practice ball after being bowled out. The advertisement quickly went viral, with fans and celebrities alike sharing their love and praise for the couple's entertaining display and deeming them "the best couple in the world".

2. Kareena Kapoor Khan

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Puma India launched its Autumn-Winter 2022 campaign featuring brand ambassador Kareena Kapoor Khan alongside ten winners of the #PropahLady contest. This initiative aimed to engage consumers by inviting them to participate in a user-generated content campaign, with the winners starring in the brand's latest promotional activities. Kareena Kapoor Khan expressed enthusiasm about collaborating with diverse women from various backgrounds, highlighting the campaign's focus on inclusivity and community engagement. Shreya Sachdev, Head of Marketing at Puma India, emphasized the brand's commitment to deeply engaging with women consumers and representing them authentically in their marketing efforts. The campaign was promoted across Puma's channels, showcasing the new collection and celebrating the unique stories of the #PropahLady contest winners.

3. Samyuktha Hegde and Mary Kom

Puma associated with Samyuktha Hegde and Mary Kom on an Instagram Live Session called #BornToProvoke, on 5th December at 5 pm. The event aimed to showcase the dynamic interaction between the two personalities, exemplifying the energy and provocation theme Puma intended to create through this live event. Moreover, it was also part of the promotional activities for Puma’s Provoke XT women's training shoe, fostering a message of empowerment and bold self-expression, especially targeting women who defy conventions and standards in sports and life.

4. Vineeta Singh, Masaba Gupta, and Faye D’Souza

PUMA is taking significant steps to promote women's cricket in India by enlisting the support of notable female icons such as Kareena Kapoor Khan, Vineeta Singh, Mary Kom, Masaba Gupta, and Faye D’Souza. This group of influential women will be present at a Women’s Premier League match in New Delhi on March 10, 2024, for a special Ladies' Night event aimed at celebrating and supporting female athletes. PUMA's campaign highlights the considerable viewership gap between men's and women's cricket, noting that women's cricket receives only an eighth of the viewership of men's cricket, with only 18% of women's cricket viewership coming from those who watch men's games.

Through a digital film narrated by these female leaders, PUMA emphasizes the importance of increasing the female viewership of women’s cricket to drive change and create an equitable sporting landscape. The campaign not only seeks to narrow the viewership gap but also to foster a nationwide conversation on increasing support for women in sports, demonstrating the power of collective action in promoting gender equality in the sports arena.

5. Rannvijay Singha

In a strategic move to boost their Puma Hoops PS - RS Dreamer Mario Galaxy shoe collection, Puma collaborated with Rannvijay Singha, a well-known Indian television personality, actor, and former MTV Roadies winner. This partnership was designed to leverage Singha's considerable influence and reach among the youthful and fashion-forward demographic that follows him, thus promoting the unique sneaker collection inspired by the iconic Super Mario Galaxy video game.

By associating with Rannvijay Singha, Puma aimed to create excitement and buzz around the launch. Singha, with his diverse fan base and fashion sense, was the perfect ambassador to highlight the stylish, playful, and performance aspects of the shoe collection. His personal brand, which encompasses qualities such as adventure, competitiveness, and stylishness, aligns well with the ethos of the Puma Hoops PS - RS Dreamer Mario Galaxy collection.

6. Sakshi Sindwani, Aisha Rahmed and Srishti Dixit 

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PUMA has collaborated with the homegrown brand Fizzy Goblet to launch a limited-edition sneaker collection for women this holiday season. The collection features two unique designs of PUMA’s popular minimalist sneakers, Cali and Carina, combining traditional Indian craftsmanship with modern sneaker style. Only 200 pairs will be available, making this a highly exclusive release. The festive collection was unveiled on social media by Kareena Kapoor Khan, who is the brand ambassador for both brands. She was joined by actor Aisha R. Ahmed, fashion influencer Sakshi Sindwani, and digital artist Srishti Dixit in a special photo shoot to promote the sneakers.

The Cali sneaker is designed with a plain white base, enhanced by pastel colours and mirror work for a refined look. The Carina sneaker features a bold black base with gold detailing, suitable for those looking for glam footwear for festive occasions. Both designs include the iconic PUMA Formstrip and are hand-embroidered.

7. Shanaya Kapoor

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Puma India has welcomed the rising star Shanaya Kapoor as their new brand ambassador, aiming to strengthen its appeal among the Gen Z demographic in the country. Kapoor, who is venturing into acting with two major Indian film productions, including a debut in a Telegu-Malayalam film with actor Mohanlal and an OTT appearance in Karan Johar's "Student of the Year 3," will be the face of Puma's athleisure and performance wear collections.

Her collaboration with Puma also marks her debut on Snapchat, where she aims to connect with her fans by providing exclusive insights into her life and highlighting her partnership with Puma. Kapoor already boasts a strong social media presence with 1.8 million followers on Instagram. The decision to onboard Kapoor aligns with Puma's strategy to connect more authentically with Gen Z shoppers, a significant and digitally savvy consumer segment in India. Given that one in three online shoppers in India belongs to Gen Z, Puma's partnership with Kapoor is poised to leverage her influence to engage this key demographic.

8. Hardy Sandhu

Puma India has collaborated with Indian singer and actor Harrdy Sandhu to enhance its connection with young consumers and reinforce the brand’s presence across the country. Sandhu, also known for his passion for sneakers and his past as a cricketer, joins an elite group of Puma ambassadors, including Virat Kohli, Kareena Kapoor Khan, and other prominent sports and entertainment figures.

Sandhu, famed for hits like "Bijlee Bijlee," embraces his role with Puma, recognizing the brand as a trendsetter in sportswear and lifestyle. As part of the collaboration, he will interact with Puma's extensive customer base and generate unique content to solidify Puma's leadership in the Indian market. Sandhu will endorse Puma's footwear, apparel, and accessories, along with special collections. Puma has a history of blending music with branding, demonstrated by their 2019 collaboration with rapper Divine for an anthem supporting Virat Kohli and their global partnership with pop star Dua Lipa, featuring a co-branded collection.

9. Ibrahim Ali Khan

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Puma India has launched a nostalgic ad film featuring its Gen-Z brand ambassador, Ibrahim Ali Khan. The film showcases Khan and his friends rediscovering Mumbai's streets clad in Puma’s retro sneaker range ‘Palermo’, popular in the '70s and '80s. The campaign aims to connect with the younger generation, tapping into their fascination with '80s fashion and lifestyle—a time they never experienced firsthand.

Puma, known for integrating nostalgia into its branding, has seen a 4% brand share increase since re-launching Palermo. The brand continues to merge the old with the new, reviving classic products like the Puma Suede and collaborating with entities such as the Spanish brand Palomo to blend retro and modern fashions. This strategy aligns with a broader industry trend of revamping iconic products, as seen with Adidas Samba's recent popularity spike and reiterations.

10. Tania Shroff

Puma has strategically embraced collaboration with influential figures in the fashion and lifestyle domain, and their partnership with Tania Shroff is a notable example. Tania Shroff, a well-recognized fashion and lifestyle influencer, commands a significant following on social media, making her an ideal partner for Puma to reach a trendy, style-conscious audience. The Puma x Tania Shroff collection is designed to blend Puma's sportswear functionality with Tania's sense of style that appeals to contemporary youth. This collaboration includes a range of apparel and footwear that highlights modern, minimalist designs with a focus on comfort and versatility. The collection likely features trendy palettes, modern cuts, and innovative materials that resonate with young, fashion-forward consumers.

Tania’s influence helps Puma reach segments of consumers who are highly engaged in fashion and lifestyle but may not be typical athletic gear purchasers. Aligning with high-profile fashion influencers like Tania Shroff enhances Puma’s image as a fashion-forward brand that transcends traditional sports apparel. These demographic groups often seek authenticity and personal connection with brands. Collaborations with recognized personalities like Tania can enhance perceived authenticity and foster stronger emotional connections.

11. Orry

Puma India celebrated its 76th birthday with a splash, bringing attention to its festivities with a creative marketing feud involving social media celebrity Orhan Awatramani, known as Orry. Despite Puma's campaign humorously claiming Orry wasn't invited to the birthday celebrations, the ads suggest a potential collaboration, stirring public curiosity and engagement. Orry, a fashion stylist and traveller who became known through Bigg Boss 17, engaged with the campaign, expressing a playful desire to join the party alongside Puma's star-studded guest list, which includes celebrities like Kareena Kapoor Khan, Virat Kohli, Anushka Sharma, and Mary Kom. Puma's birthday event, running from September 19-24, promises significant discounts and has been teased through social media, including an Instagram video with noted brand ambassadors. The public exchange between Orry and Puma, marked by Orry's comment about wanting to attend and Puma's cheeky rebuttals, signals a viral marketing campaign designed to capture audience attention and enhance the brand's birthday celebrations.

Impact and Results Of Puma’s Influencer Marketing

Brand Growth

Puma's strategic influencer marketing initiatives have significantly contributed to its impressive market growth in India. In the fiscal year 2022, Puma India reported a remarkable revenue increase of 46%, underscoring the effectiveness of its marketing strategies. citeturn0search16 This growth trajectory continued, with Puma India achieving a 145% increase over two years, culminating in a revenue of ₹2,980 crore in the calendar year 2022. This performance enabled Puma to surpass competitors like Nike, Adidas, and Reebok, securing the top position in the Indian sportswear market.

Consumer Engagement

Puma's influencer collaborations have also led to heightened consumer engagement. The brand's social media strategy, particularly on Instagram, has yielded an organic engagement rate of 57.3%, indicating that over half of its followers actively interact with its content. citeturn0search15 Additionally, Puma's programmatic influencer marketing campaigns have achieved substantial reach and interaction. For instance, a campaign involving over 300 micro and nano influencers garnered approximately 500,000 impressions and an engagement rate exceeding 98,000 within 72 hours, demonstrating the brand's ability to mobilize influencers for rapid and effective consumer outreach. 

These metrics highlight Puma's success in leveraging influencer marketing to not only expand its market share but also to foster meaningful connections with consumers, driving both brand loyalty and sales in the competitive Indian market.

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