Campaign for Puma in India Tells Women don’t’ #RunHideScream – Give it All You’ve Got

India’s online fashion company, Jabong, has released a  campaign film promoting Puma that challenges the perception that, when confronted with a physically challenging situation, women are expected to “run, hide and scream.”

The film, created by Prime Focus Technologies production house, focuses features a woman in the boxing ring displaying a boldness and fearlessnesses to handle anything.


Nice twist on the “Run, Hide, Scream”, eh?

“As India’s leading online fashion destination, Jabong has always been strongly associated with sports and fitness,” added Gaurav Kackar, VP – Brand Marketing, Jabong. “By launching a dedicated women’s sports store, we wanted to lay further emphasis on the need for an active, sporting culture In India. With the film #RunHideScream, we celebrate the spirit of womanhood and acknowledge that every woman is inherently a fighter. We’re extremely happy with how this powerful message has been communicated effectively. The film has received a heart-warming response and has already garnered more than 2MN views across our social platforms.”

“Women are rarely encouraged to take on physical challenges,” said Bhaskar Sitholey, Vice President, Creative Services, Prime Focus Technologies (PFT). “The film seeks to shatter conventional stereotypes and send out the message that women can achieve anything if they put their mind to it. It has been crafted to highlight Jabong’s holistic focus on women’s fitness with a special focus on their women-specific sports store.”

Company, Production House  and Post-Production: Prime Focus Technologies
Jabong Team: Anish Rajan Varkey
Brand Services Head: Umesh Bopche
Executive Producer: Bhaskar Sitholey & Pranav Chaturvedi
Producer: Vishal Shetty & Shiva Konar
Director: Albin Jaison
DOP: Akhilesh
Copywriter & Script: Aatish Chawla
AD’s: Amit Mishr, Aatish Chawla, Ashwarya Agarwal
Music Director: Gaurang Soni
Account Management: Meera Ghare & Pooja Rani



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