Puma India has rolled out a campaign, ‘Go Wild,’ featuring two-time Olympic medalist PV Sindhu and actor Ibrahim Ali Khan, reinforcing the brand’s identity by positioning running and performance as core pillars of its presence in India. It also highlights the brand's running shoes collection.

The campaign consists of an ad film featuring Ankita Chawla (lifestyle and fitness content creator), Nirupa Shankar (Entrepreneur and long-distance triathlete), Mangalam Maloo (finance journalist with CNBC-TV18), Joel Eric Pinto (co-founder of Knox), and Maninder Singh (co-founder of the Indiranagar Run Club).

The film features a cast known for their deep passion for running.

Set to a reimagined version of Afroman’s 2000 classic Because I Got High, the film flips the track into an unexpected running anthem that blends sport with culture. The film follows Sindhu pushing through a blister, Khan on his morning stride, Singh running with his dog, Chawla aka Hustlerani turning heartbreak into healing through a run, Pinto chasing his personal best, Maloo finding time with his child on a shared run, and Nirupa squeezing in strides around a packed corporate schedule. Together, their stories celebrate running not for medals or records, but for the sheer rush of chasing the high.

What we think about it: The diverse cast adds inclusivity and relatability, but the crowded storytelling weakens its stickiness. What also holds it back is that, despite being localised with a different cast for the Indian market, the narration closely mirrors the global campaign rolled out six months ago, making it feel less distinct.