Puma looks for Gear Up Buddies for Chitrangada Singh

The fitness centric campaign showcases an interactive video on fitness routines, for all fitness lovers.

Exercising alone can be boring at times. Sportswear brand Puma, in an effort to make exercising interesting, has launched a co-branded digital campaign with e-commerce player Jabong.com featuring Puma's brand ambassador, actor Chitrangada Singh.

Developed by digital creative agency Brandmovers, the first fitness centric campaign is titled Chitrangada Singh's Gear Up Buddies and showcases an interactive video on fitness routines, for all fitness lovers. The video is live on a microsite (http://www.jabong.com/gearupbuddy/) of Jabong.com and will enable online users to experience interesting exercises such as running, Zumba and Crossfit.

The campaign includes three instructors along with Chitrangada, who will train the viewers in Zumba, Crossfit and running. The video gives users the ability to change between exercises, while the people on screen switch to different Puma fitness gear. The video also gives users an option to know more about the particular fitness gear by clicking on it, and directing them to Jabong.com if they want to purchase it.

Explaining the idea of partnering Jabong.com for the campaign, Suvajyoti Ghosh, co-founder and CEO, Brandmovers India, says that the campaign was meant to increase the online sales figure of Puma's fitness range in India and since the campaign needed a strong marketing push from the e-commerce player, Jabong became the chosen one because of its push on marketing activities.

Launched on November 15, the video has so far received around 12,000 views on the Jabong microsite, with people spending more than three minutes on it.

"With Puma's first of its kind digital fitness campaign, we are trying to create online engagement by making people a part of the video experience rather than witnesses. The concept of Chitrangada Singh's Gear Up Buddies is designed for people who like to stay fit. The trend of e-commerce players partnering with retail brands is yet to evolve. We wanted to create a brand experience that is shareable and linked to online sales on an e-commerce website," Ghosh adds.

The agency has also brought in additional user-generated content (UGC) in this campaign by beginning a hunt for the fourth fitness expert, reaching out to bloggers and fitness enthusiasts who will get a chance to feature in the next edition of the interactive video as Chitrangada's Gear Up Buddy. For this, participants need to share their fitness story through tweets, stories, images or videos for getting selected by the brand as the winner.

The contestants will be entitled to points which will be accumulated on the Puma fitness board on the microsite and the aim will be to be on the top of the fitness board. The winner will get a chance to work out with Chitrangada Singh.

Besides, Ghosh informs that the brand also plans to promote the activity extensively on media as well as YouTube advertisements.

In February 2012, Puma had roped in Bollywood actor Chitrangada Singh as brand ambassador for its 'running and fitness' category and followed it with the launch of a campaign called 'Move Faas' across Puma stores in India.