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HomeCelebrityDisha Patani, Bani J unveils Puma’s ‘En Pointe’ in India

Disha Patani, Bani J unveils Puma’s ‘En Pointe’ in India

Celebrating the spirits of women and high achievements, Puma is all set to launch its latest campaign.

Puma India’s women ambassador Disha Patani has partnered with fitness expert and actor Bani J to celebrate and unveil their journey to perfection.

With the campaign, the brand introduces its SS18 women’s collection ‘En Pointe’ in India. En-Pointe is a range of fitness, training and athleisure apparel, footwear and accessories. Puma has launched the campaign by releasing a short film featuring the leading ladies — Disha Patani and Bani J.

Catch the making of the teaser, as shared by Bani J on her Instagram account.

Launched internationally by Puma’s global brand ambassador Selena Gomez, the En Pointe campaign highlights the continuous chase women undergo for achieving excellence at every step. Pleating, rib textures, and buoyant fabrics create structure, while metal details and sporty trims emphasize motion.

Commenting on the association, Debosmita Majumdar, Head of Marketing, Puma India, commented, “We have built a strong momentum since we broke the Guinness Book of World Records for the largest number of women holding the abdominal plank for 60 seconds in 2016, with the launch of the Do You campaign. This year under the Do You umbrella we have launched the En Pointe campaign which celebrates each woman’s pursuit of perfection. The En Pointe collection has a wide range of women’s apparel, footwear and accessories which enables our women consumer in their unrelenting chase for individual excellence.”

The campaign has been created in association with DDB Mudra.

“The DO YOU philosophy encourages women to celebrate themselves the way they are. The En Pointe Collection, which considers the female form in its most commanding and dynamic state, encourages you to do you and live your journey on point. And this is exactly what we wanted to capture in our campaign,” said Pritika Gupta, Group Director Brand Communications DDB MUDRA.

Besides, Fossil Group and Puma SE have entered into a partnership and signed a global license agreement for the design, development and distribution of Puma watches and smartwatches through 2028.

As per the agreement, Puma and Fossil Group will collaborate on the design and manufacturing of the branded watches and smartwatches.


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