PUMA launches AI-led campaign ‘PUMA Dive’ with Virat Kohli. Sports brand PUMA India has launched an AI-based campaign this season called PUMA DIVE. Renowned cricketer and PUMA ambassador Virat Kohli announced the PUMA DIVE campaign on his social media and also shared a picture of himself doing a dive and asked fans to rate it.
“Virat’s fans in the past have often compared his iconic dives on the pitch to Puma’s jumping cat logo, creating content that has gone viral several times. “This season, PUMA has taken into account fans’ love of cat watching and created a platform to reward them for each dive image uploaded to X (formerly Twitter),” in a press release. Having said.
As part of the two-month long campaign, participants will be invited to upload photos of the best dives in everyday life – be it swimming, sky diving, performers at music festivals, even shopping at the mall this season. Self-participate with the hashtag in PUMA’s offline events in store. PUMADIVE. With #PUMADive, the brand promises that once you see the dive, you won’t be able to unsee it!
“What makes PUMA DIVE unique is the integration of generative AI, which will assess the accuracy of each dive in relation to PUMA’s iconic jumping cat logo in under a minute. The closer a participant’s diving image matches the PUMA logo, the more a reward they receive. The top entries in the season have the unique chance to play a real-life cricket match against PUMA brand ambassador Virat Kohli or win his exclusive shoes. Every participant is guaranteed a reward,” the release said.
PUMA launches AI-led campaign ‘PUMA Dive’ with Virat Kohli.
“Fans are the heart and soul of our country’s sports culture. As a brand, PUMA wanted to give these fans a fun way to celebrate iconic moments. Our #PUMADive campaign is a reflection of PUMA’s unique approach to capturing the collective spirit and creating innovative ways for people to accept and express it. The campaign is a wonderful blend of fun and AI-based technology with once-in-a-lifetime rewards like playing games with our star ambassador Virat Kohli, creating an all-round fan experience,” Managing Director Karthik Balagopalan said, PUMA India.
Conceptualized by Leo Burnett India, the campaign is expected to attract enthusiasts from across the globe to participate in this unique partnership.
“When it is about owning the sports season, we saw a simple observation in Leo Burnett. Be it a diving catch at mid-wicket, or a penalty save by the goalkeeper in the top corner; All dives in sports and life resemble the PUMA logo. We leveraged AI technology to open up the PUMA Dive campaign to fans, offering them a dive score for every dive they capture and share, making the two-screen experience completely simple . 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.