Global sport brand PUMA to organize a unique “Ladies’ Night” at Women Premier League (WPL) match which shall take place in New Delhi on March 10, 2024. The Ladies’ Night aims at advocating the cause of women’s cricket in India. PUMA has been in the mission to advance the sports ecosystem in India particularly for women.
The brand has brought some of the iconic females for this occasion and released a digital Film on social media which is accompanied by a campaign launch. The digital film featured Kareena Kapoor Khan, Vineeta Singh (co-founder of SUGAR Cosmetics), MC Mary Kom, fashion designer Masaba Gupta in addition to a well-known news anchor, Faye D’Souza. The post got uploaded on February 29, 2024.
According to the official digital viewership data 2023, the viewership of women’s cricket is far less than men’s cricket i.e., 1/8. Even in sports ecosystem of the country, gender bias has been there. The digital film puts emphasis on this gender bias and the featured women pledged people to watch WPL 2024 inviting everyone to join them in rejoicing women in sport with a hashtag called #CricketIsEveryonesGame.
PUMA’s Managing director, Karthik Balagopalan has given statements saying, “As the country’s leading sports brand, PUMA has been a long-standing driver of change in shattering gender biases and championing women’s sports. Traditionally, women in the country have not been encouraged to watch and embrace sports as men have. Now that is the need of the hour. We are at the turning point to create an equitable sporting landscape and women need to watch women’s sport in order to drive change.”
He continued, “As we launch this campaign today, it is heartwarming to have India’s leading women such as Kareena Kapoor Khan, Vineeta Singh, MC Mary Kom, Masaba Gupta and Faye D’Souza, use the power of their voice and platforms to address this cause. Cricket is Everyone’s Game and as a brand we have been advocating it from the time we onboarded Harmanpreet Kaur with an award-winning social experiment. We are confident now that this remarkable collaboration will further the narrative, level the playing field, increase fandom and create inspiration for the future generation of women athletes.”
All the women mentioned above will be attending the match on March 10 which is going to take place between Delhi Capitals and Royal Challengers Bangalore. They will be cheering the female players along with encouraging audience from each corner of India to watch the same.
