One really had to search hard to find the streets where India’s street culture existed. So we decided to make the street easy to find.

By creating our own street. Or gully, as it’s called in Hindi.

We called it Suede Gully.

A collaboration between Divine and his friends from all walk of street culture – rappers, dance crews, graffiti artists, visual artists, street fashion gurus. Together they created India’s biggest street collaboration across 4 cities and 4 languages.

A collaboration that spoke about the struggles that the street culture goes through to express it. A thought captured in the words “Mere joote mein tu chal ke toh dekh” or “Try walking in my shoes”

Suede Gully, India’s largest street collaboration, was launched through a 3.5 minutes long music video. It featured 7 street artists, 8 rappers and 36 dancers from across India, led by underground rapper Divine.

It was shot across gullies in four cities (Mumbai in west, Madurai in south, Shillong in east and Delhi in north) and in four different languages representing the four corners of India (English, Tamil, Khasi and Hindi).

The core idea of establishing and celebrating India’s street culture was delivered through lyrics rapped by Divine in the music video – “Mere Joote Mein Tu Chal Ke Toh Dekh” (try walking in my shoes).

The campaign launched with a teaser splashed across social media, followed by the main video launch. As a digital only campaign, we ensured the track was easily available across platforms on social media

12+ million total views,

2 million views in the first 48 hours,

20 million total reach,

600k engagements on YouTube,

18 million impressions on YouTube alone.

MUSIC STREAMING PLATFORMS

The song was awarded ‘Track of the week’ by BBC Asia Network,

Highest click through of home page banner in 2017 on Shazam – 658k clicks,

3+ million impressions and 60k+ streams on Saavn, India’s leading music streaming app.

DIVINE GOES FROM RAGS TO RICHES

Signs deals with record labels,

Sold out concerts around the world.

Collaborates with industry’s best – DJ (Nucleya), Bollywood Director (Anurag Kashyap), US-based Singer (Raja Kumari),

A movie is now being made on his life, starting Bollywood's leading actor

ENGAGEMENT

People were dancing to India's street culture anthem the world ober (California, United Kingdom, Leicester, Japan, Australia, India etc.),

SALES

Sales of PUMA Suedes in the first two months were 44% more than pre-campaign period.