PUMA goes gully centric in new music video

MUMBAI: Sportswear brand PUMA has launched its new music video pioneering the largest movement in street culture in the country. Titled ‘Suede Gully’, this is the first time a global brand has launched a multi-lingual music video in India, giving this channel for consumer engagement a fresh spin.

The video is a large-scale collaboration between a new breed of artists, musicians and dancers, whose work is inspired from the stories ingrained in the streets of India. In another first for a global consumer brand, this music video is coloured in local flavours, features multiple Indian languages and celebrates the culture germinating from Indian streets.

This collaboration gives a single, creative stage for self-expression to these artists, who come from “gullies” across the country. Featuring eight rappers, 36 dancers, seven artists and countless creators, Suede Gully is the largest street collaboration that brings out the true essence of the streets of India in its most musical, colourful and rebellious manner.

Shot in gullies across all regions of India, the video features leading street artists Divine, Mukti Mohan and Shilo Shiv Suleiman. The music video has been directed by Sasha Rainbow and the music has been composed by Sneha Khanwalkar. With lyrics in four different Indian languages, it adds to the local flavor and serves as a medium to popularize Indian street culture. This video is a celebration of street art in the purest form, bringing out the passion, the determination, the resourcefulness and grit of each artist.

PUMA India MD Abhishek Ganguly says, “The Suede Gully is an authentic music video that connects with the audience with its super cool street swagger. Suede Gully is something new and unique, serving as a single platform for self-expression to a number of independent, determined artists who live their passion and hustle to achieve their goals.”

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