Puma becomes PVMA for PV Sindhu

Puma recently pulled off an ingenious outdoor advertising campaign that had everyone talking. In a bold and unexpected move, the brand swapped its iconic “PUMA” spelling with “PVMA” across multiple billboards and even the signage of its stores. This sudden change created an instant buzz, with curious onlookers wondering if the sportswear giant was undergoing a rebranding exercise or if it was simply a spelling error. 

The reality? It was a cleverly orchestrated marketing campaign to announce PV Sindhu as Puma’s new brand ambassador. By altering the brand’s iconic name to reflect the initials of the celebrated Indian badminton star, Puma not only turned heads but also connected deeply with its Indian audience. 

The OOH campaign featured multiple large billboards, each bearing the altered “PVMA” branding, keeping the layout minimalistic to amplify curiosity. Strategically positioned along high-traffic areas, these installations quickly became a topic of conversation on social media and beyond. The unconventional approach blurred the lines between branding and a mystery, making passersby stop, stare, and speculate about the change. 

By the time the reveal came, announcing PV Sindhu as the new face of Puma the campaign had already captured significant attention. The clever play on the brand’s name, combined with its high-visibility OOH placements, ensured that the announcement resonated widely, celebrating PV Sindhu’s achievements and positioning her as a perfect fit for Puma’s ethos of athletic excellence. 

This campaign serves as a testament to how outdoor advertising, when paired with creativity and cultural relevance, can drive conversations and make a lasting impact. Puma’s “PVMA” campaign is more than a simple announcement it’s a masterclass in leveraging curiosity to fuel brand engagement.