Indian cricket team captain and fitness enthusiast Virat Kohli features in a new digital campaign by DDB Mudra Group to promote his own Puma clothing line. Besides, the main agenda through the commercial is to encourage people to put their mobile phones down and incorporate sport into their daily lives for a better future.
Kohli and Puma launched the ‘One8’ apparel range back in November 2017. The DDB Mudra claimed to be launching the campaign in response to a pan-India research study on physical activity and sports adoption in the country.
#ComeOutandPlay has been crafted on the basis of insights derived from a study by Kantar IMRB, commissioned by Virat Kohli and Puma India, on physical activity and sports adoption in India. According to the research, 57% of respondents haven’t played any sport even once in the last one year with 58% of these respondents attributing this to a lack of time. However, the same set of people spent close to 4-5 hours on social media, televisions and mobile phones on an average working day.
In a Twitter video, Kohli wrote, “PLAY DAY is here! 😀 It’s time for you to go out and #One8 because I’m sending you my Play Wagons! Spot the wagon and play any sport today. Make sure you share your photos or videos with the wagon or just playing with your friends and family using #ComeOutAndPlay.”
PLAY DAY is here! 😀 It’s time for you to go out and #One8 because I’m sending you my Play Wagons! Spot the wagon and play any sport today. Make sure you share your photos or videos with the wagon or just playing with your friends and family using #ComeOutAndPlay. 😊 pic.twitter.com/l7TWYU4sL1
— Virat Kohli (@imVkohli) June 18, 2018
Based on the findings of the study, seven hard-hitting, 15-second videos have been crafted with Kohli urging the viewers to adopt an active lifestyle.
Commenting on the campaign, Debosmita Majumder, Head of Marketing, Puma India was quoted as saying, “PUMA and Virat have come together to encourage people to play sport, not only to stay fit or to pursue it professionally but just for the love of it. Through this campaign, we are looking at bringing back the joy of playing sport and making India a more active nation.”
In the short films, Kohli can be seen urging people to ‘come out and play’. The work will run on social media channels and over-the-top video platforms such as InMobi, Hotstar, Voot and Sony Liv.