The big splashes in town are here! The crown winners are early adopters of AI who will use it to make marketing even more interesting, exciting, fun.
Puma dive took to India’s favourite hobby – finding clues in sports and making it a massive campaign with none other than the legend and cricket superstar – Virat Kohli.

The campaign is centered around the fact that once you see the puma dive – you can’t unsee it. And that is actually so true! Now I probably see the Puma logo in so many still captures of jumps, dives and theatre. The most obvious one is fantastic fielders on the cricket field diving to catch a ball in an exciting “out”.

Puma’s digital campaign was anchored on “X” which is an interesting choice given the mass exodus of people and brands from the platform. Nonetheless, it is still a fantastic way of building fandom and brand connections.

By leveraging AI, Puma gave each upload a “dive” score to see how closely it is represented to the original Puma logo. Discounts to buy Puma products was commensurate with the score. What is more? Someone would get a chance to play with Virat himself on the cricket field.

The brilliance of the campaign makes Puma front and center in a market that has been dominated by Nike and Reebok. Aye Aye to AI changing the game.