Cross your legs, speak softly, don’t eat too much—are just a few of the innumerable conventions that women are supposed to stick to. PUMA’s latest campaign, Propah Lady, challenges the stereotypical notions that restrict women and encourages them to throw out the rule book. This inclusive campaign is countering the traditional idea of what makes a woman ‘proper’ and redefining it to leave the do’s and don’ts behind.

A CATNIP Film

Writer-Director :: Reema Sengupta
Producer :: Kunal Punjabi
Client :: PUMA
Campaign Concept :: Siddhi Desai
Agency :: Digitas India
Music & Sound :: Press Play Studio (Tejas Nair)
Vocals :: Nicole Madi

Campaign Homepage - https://bit.ly/2tjYam