Our latest work for Puma - the Suede Gully anthem is a brand movement that integrates art, dance and music in the most compelling form of content - a music video.
India has a very strong and unique 'Gully' (street) culture, which while having evolved over the years, still retains its rawness. Our streets carry, shape and communicate opinions and over time, have grown to become a mode of self-expression for many. DDB Mudra recognized this resilient underground street culture bubbling under the surface and decided to amp it up and bring it to light. Thus was born Suede Gully.
Keeping Puma Suede at the center of it all we have brought together the three major street art forms - Graffiti, Rap and Dance into one major creative collaboration. The campaign brings 8 rappers, 7 street artists and 36 hip-hop dancers together; all hailing from 4 different corners of the country. The idea here, was to bring out the artists from the untainted part of the city and stitch together their talent, passion and attitude into one addictive music video.