PUMA stores and billboards had a peculiar change: brand name has suddenly spelled as "PVMA." It is because PUMA India's temporary name was changed with a strategic move because its latest brand ambassador, is non-other than badminton superstar PV Sindhu.
The PVMA Mystery
The media was abuzz with quite a few speculations going to the extent of “PVMA stood for “P Virat MA”, hinting under the wrap partnership of the two. Some even said it is because of cost cutting. As lot more picture of billboards surfaced, it became clear this was done with a purpose. Puma India officially announced its partnership with P V Sindhu. Thus the rebranding to “PVMA” was aploy to generate buzz and to give a message that it is getting into the racquet sports and especially Badminton. This is done in selected stores across the country with its brand dedication to P V Sindhu and how she has dedicated herself to bring badminton from India to the Global racquet court. This definitely has created a significant string in the online chat box. No doubt by this move PUMA has captured the attention of the consumers for its brand.
PV Sindhu is a two-time Olympic medalist and popular badminton players in India and world. Due to her global recognition it made her an ideal brand ambassador for PUMA as it seeks to expand its presence in the racquet sports especially badminton market After its collaboration PUMA has launched footwear, apparel and accessories for badminton and then it will focus on other racquet sports. This shows PUMA’s commitment for this sports and providing top quality gears. PUMA's footprint in the rapidly growing sports landscape in India and inspire young people to take up badminton. The first step was to align with a prominent athlete and get into a new sports category. This shows PUMA’s commitment to innovation and its ability to adapt to evolving consumer trends. But in a broader perspective it has created a new trend among brands leverage logo redesigns as per the need.
The campaign of PUMA's "PVMA" was master class in generating excitement and capturing the public's imagination. Temporary altering its iconic logo, the PUMA has sparked a wave of online speculation and discussion, but revealed its partnership with badminton superstar PV Sindhu. This has created a buzz around PUMA's entry into badminton which has highlighted PUMA’s commitment to innovation and adapting to evolving sports like badminton. The choice of PV Sindhu as a brand ambassador and "PVMA" campaign is the best example how creative marketing strategies can bring in significant brand impact.
