Puma Dives Into The Sporting Season With AI Campaign Featuring Virat Kohli

The brand’s Dive campaign invites participants to post the best dive images. The campaign has been conceptualised by Leo Burnett India exclusively for Puma India


Puma India unveiled an AI-led campaign called Puma Dive. Brand ambassador Virat Kohli took to his social media today to reveal the campaign along with an image of him diving and asking fans to rate it.

Kohli’s fans in the past have compared his dives on the pitch to Puma’s leaping cat logo. The brand has taken the fans’ love for spotting the cat and created a platform to reward them for every image of a dive that they upload on X (formerly Twitter).

Under the two-month-long campaign, participants will be invited to upload images of the best dives in everyday life – be it swimming, sky diving, artists at concerts, to even self-participation at PUMA’s offline events at malls and stores this season with hashtag PUMADive.

Generative AI will assess the accuracy of each dive in relation to the Puma’s leaping cat logo, in under a minute. The closer a participant’s image of a dive matches the logo, the greater the reward they receive.

Top entries in the season have the chance to play a real-life cricket match against Kohli or win his boots. Every participant is guaranteed a reward.

“Fans are the heart and soul of the sporting culture of our country. As a brand, Puma wants to give these fans a fun way to engage to celebrate iconic moments. Our #PUMADive campaign reflects Puma’s unique approach at capturing a collective emotion and creating innovative ways for people to own and express it. This campaign is an immersive mix of fun and AI-led technology with once-in-a-lifetime rewards such as playing a game with our star ambassador Virat Kohli, building an all-round fan experience,” said Karthik Balagopalan, Managing Director, Puma India.

The campaign has been conceptualised by Leo Burnett India exclusively for Puma India.

“When it is about owning the sporting season, we at Leo Burnett spotted a simple observation. Be it a diving catch at mid-wicket, or a goalkeeper saving a top-corner penalty; all dives in sport and in life resemble the Puma logo. We leaned on AI technology to open the Puma Dive campaign for fans, offering them dive scores for each dive they capture and share, gamifying the two-screen experience entirely. Our big plan is to make ‘PUMA Dive’ a universal phrase because ‘once you see it, you can’t unsee it’, “ said Sachin Kamble, National Creative Director, Leo Burnett India.

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