Sports brand PUMA India has launched an AI-led campaign called PUMA Dive. As per the company, Virat Kohli, cricketer and PUMA ambassador, took to his social media to announce the campaign along with an image of him diving and asking fans to rate it.
Under the two-month long campaign, participants will be invited to upload images of best dives in everyday life – be it swimming, skydiving, artistes at concerts, to even self-participation at PUMA’s offline events at malls and stores this season with hashtag PUMADive.
Talking about the campaign, Karthik Balagopalan, managing director, PUMA India, said, “As a brand, PUMA wants to give fans a fun way to engage to celebrate iconic moments. Our #PUMADive campaign is a reflection of PUMA’s unique approach at capturing a collective emotion and creating innovative ways for people to own and express it. This campaign is an immersive mix of fun and AI-led technology with once-in-a-lifetime rewards such as playing a game with our star ambassador Virat Kohli, building an all-round fan experience.”
Additionally, the integration of generative AI which will assess the accuracy of each dive in relation to the PUMA’s leaping cat logo, in under a minute makes the campaign unique.
The campaign is conceptualised by Leo Burnett India.
“When it is about owning the sporting season, we at Leo Burnett spotted a simple observation. Be it a diving catch at mid-wicket, or a goal-keeper saving a top corner penalty; all dives in sport and in life resemble the PUMA logo. We leaned on AI technology to open the PUMA Dive campaign for fans, offering them dive scores for each dive they capture and share, gamifying the two-screen experience entirely. Our big plan is to make “PUMA Dive” a universal phrase because ‘once you see it, you can’t unsee it’,” Sachin Kamble, national creative director, Leo Burnett India, added.