Sports brand Puma launched its biggest campaign for the season Sockthem, featuring Indian captain and Puma ambassador Virat Kohli along with Divine, the country’s biggest hip-hop star.
The campaign takes inspiration from the skipper’s iconic moment at the Sydney Cricket Ground, where he made a statement by gesturing that he “lets his bat do the talking”. Sockthem is a platform that aims to give Indian cricket fans all the ammunition they need to support the Men in Blue, with a rap anthem and a symbolic gesture.Much like cricket, music speaks to everyone and is embedded in the fabric of society.
The rap anthem effortlessly blends music and sport — two of the biggest cultural unifiers of the country. Honoring Virat’s sportsmanship, Divine perfectly captures the crossover between music, art and culture and how cricket transcends everything in India. The music video will also see other Puma brand ambassadors like Sushma Verma, Indian national woman cricketer, and Mary Kom, Indian Olympic boxer express their support for the team.
