On the occasion of International Girl Child Day, PUMA - the global sportswear brand is all set to launch DO YOU – a movement with women at the core of it. Launched internationally last month, the campaign aims to inspire confidence in women across the globe to do what they want to do. “#DOYOU” is all about expressing your core strength that stems from your inherent beliefs and individuality. Through this campaign PUMA encourages women to follow their instincts and find their best self, to DO YOU and be who YOU are, unapologetically.
The rebellious model and actress Cara Delevingne helming the movement globally; PUMA India has fitness addict Jacqueline Fernandez, avid marathoner Lisa Haydon, Olympic wrestling maven Sakshi Malik, and a host of other women achievers lending their voices and their stories for the Indian leg of the campaign.
Some of the other incredible women involved are, the Everest sisters Tashi and Nungshi Malik, musician Anushka Manchanda, international Zumba education specialist Sucheta Pal, supermodel Ujwalla Raut, actress Kalki Koechlin, fitness and nutrition specialist Nidhi Kamal Mohan, and professional golfer Sharmila NicolletPUMA, as a brand has always been focused on the journey, and not the summit. The belief that the core is the most important part through this journey. A metaphor for core strength, ‘the plank’ works on the core muscles.
As a part of the Indian leg of the campaign, PUMA will work to bring together passionate women to be a part of this movement, by inviting all of them to perform ‘the plank’ together in the biggest demonstration of planking ever seen.In order to train women and to help them build their core strength, PUMA will be organizing a series of regular ‘planking events’ in Mumbai. From 15th October ’16 to 23rd October ’16, these events will be taking place at various malls which witness high footfalls from customers especially women, like High Street Phoenix (Lower Parel), R City (Ghatkopar), Phoenix Market City (Kurla), Viviana Mall (Thane) and Infiniti II (Malad).
Following the mall activations, from 17th October ’16 to 28th October ’16, these planking events will also be held at popular corporate parks to target the growing female workforce of Mumbai like India Bulls (Lower Parel), Westin Woods (Goregaon), Equinox (Kurla) Capital (BKC), Trade Centre (BKC), Platina (BKC) and Ashar IT park (Thane).These ‘planking activations’ will keep the spirit of the ‘#DoYou’ movement alive by creating a community of strong women who can find their inner strength to build their core each day.