Era of unapologetically BOLD women



Sit properly, don’t talk loudly and Cross your legs —are just a few of the innumerable conventions that women are supposed to stick to. Our lives have become a series of do’s and don’ts dictated by others? When was the last time you lived a life entirely on your terms? From a very young age, girls are told to behave a certain way and follow few rules to become ‘proper women’. Well, it’s time to tell society that instead of ‘proper’, you’d rather be ‘propah’!

Yes, I am talking about the new campaign started by Puma India. For anyone who has been supressed, suffocated and pulled down by the weight of all do’s and don’ts, Puma urges to break the shackles of ‘proper lady’ and be a ‘Propah lady’ instead – a woman who is whatever she wants to be.
The campaign celebrates empowered women by challenging the stereotypical notions and encourages them to throw pout the rule book. In the advertisement we can see Olympic boxer - Mary Com, International athlete - Dutee Chand, Bollywood actress – Sara Ali Khan and transgender model - Anjali Lama coming together to empower s and show how women are owing their stand and living unapologetically. The idea goes around changing the notion that ‘women are empowering’ to celebrate the ‘empowered women’.



21st century, I believe is an era where women fearlessly chase their dreams and have become outspoken, progressive and bold. This conventional thinking is now being extended to advertising campaigns as they have ground-breaking impact on the minds of people.
Puma partnered with Digitas India to develop this conventional idea which went viral on internet as it garnered over 14 million views across various mediums in the first 5 days of its launch. It spread across social media like wildfire as more than 3500 #PropahLady stories were shared organically on Instagram.
The new-age females are strong, empowered and uncompromising selves in every possible way. They are normalising the idea of living unapologetically, despite society’s conformist outlook.

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