Adidas a leader in sales and Nike a leader in "cool" perception among Indian consumers on the back of strong sports and performance credentials were PUMA's challengers - a brand built on cool designs and sports lifestyle beliefs struggling to command a premium price.

PUMA faced the challenge of marketing its expensive Suedes, a global symbol of street culture, in a market where there was no established street culture.

Instead of a traditional advertising campaign, PUMA decided to create India's first-ever street culture and seamlessly coded its Suedes in it. The culture became a movement where Suedes became an essential and PUMA's perception as a brand was completely revamped.

Globally, Suedes were a symbol of street culture, but in India there wasn't any established street culture. To market its Suedes in India, PUMA decided to establish India's first ever street culture.

The Suede Gully campaign - India's first ever street culture movement, featured real underground artists across various disciplines (dance, graffiti, rap, hip hop music) from all corners of India. The music video featured four different regional languages of India, was shot in the gullies (streets in Hindi) where these languages were spoken and was deployed through a narrative framework crafted specifically for the Indian market.