Why is PVMA missing ‘U’?

While walking past Puma India’s store in Hyderabad’s posh Jubilee Hills locality, Venkatesh Barisetty did a double-take and looked closely at the signage above the store to confirm that it was PVMA and not Puma.

Soon, there was a buzz on social media whether this was a mistake or a masterstroke by the sports brand. As it turned out, this was Puma India’s way of announcing its foray into badminton through a multi-year collaboration with two-time Olympic medallist PV Sindhu.

The campaign, which debuted ahead of the formal announcement, involved altering Puma’s signage at select stores across India for nearly a week. By replacing ‘PU’ with ‘PV’ to incorporate Sindhu’s initials, the sportswear giant not only celebrated its new ambassador but also grabbed the public’s attention.

This bold move resonated even within Puma’s global headquarters. “Our social media channels were flooded with posts about the PVMA branding,” said Karthik Balagopalan, Managing Director of Puma India, speaking to Campaign from Germany, where he was in the midst of a global product meeting. “Peers from other countries reached out to congratulate us on this branding coup de maître.”

A simple idea, complex execution

The idea for the campaign originated from an “innocuous conversation” within Puma India’s team. Although the concept was simple, executing it required meticulous planning and discretion. After all, altering a brand logo, even temporarily, is a bold and disruptive move for any organisation.

“We like to do different things and also do things differently,” said Balagopalan. “The global team was supportive when the concept was proposed, recognising its intent to pay tribute to PV Sindhu.”

Karthik Balagopalan, managing director of Puma India.

The rebranding exercise began in Hyderabad and quickly expanded to multiple stores nationwide. This activation coincided with the announcement of Sindhu as Puma India’s brand ambassador. The response, Balagopalan noted, exceeded expectations. “The virality it generated underscores how minor tweaks can capture massive attention,” he added.

Despite its significant impact, Balagopalan described the campaign’s costs as “negligible.” He explained, “The amount of organic interest generated far outweighed the expenditure. Quantifying its tangible impact is challenging, but it has undoubtedly strengthened our brand position.”

A strategic foray into badminton

The rebranding also signalled Puma India’s official entry into the badminton segment, with plans to launch a high-performance range featuring specialised footwear, apparel, and accessories. This move aligns with the growing popularity of badminton in India, where it boasts a fan base of 57 million, according to the Google-Deloitte Think Sports report (2024). Notably, 27.8 million of these fans belong to Generation Z, highlighting the sport’s appeal among younger audiences.

Puma rolled out the changed logo in Hyderabad and later launched in across the country.

For Puma India, badminton represents a logical extension of its portfolio. “Badminton is the second-most played sport in the country,” said Balagopalan. “It’s particularly significant for us because of India’s potential for Olympic success in the sport. It also enjoys equal gender participation, aligning with our focus on inclusivity.”

This strategic diversification could help Puma India sustain its growth trajectory. In 2023, the company reported a 10% increase in sales, with revenue reaching INR 3,274 crore. This performance placed it ahead of competitors despite a slowdown in demand for discretionary products. By expanding into badminton, Puma aims to reinforce its identity as a sports-first brand and maintain year-on-year growth.

The Sindhu factor

Sindhu’s association with Puma India adds significant credibility to the brand’s badminton push. A global icon, she is the first Indian to win five Badminton World Championship medals. Her achievements span the Olympics, Commonwealth Games, and Asian Games, among others. Honoured with accolades such as the Khel Ratna, Padma Shri, Padma Bhushan, and Arjuna Award, she is also the world’s most-followed badminton player on Instagram, with 4 million followers.

“This partnership with Puma India isn’t just about being part of something bigger,” Sindhu said. “It’s an opportunity to connect with those who value pushing boundaries and embracing challenges. Through this collaboration, I hope to inspire others, especially women, to take risks and believe in themselves—both on and off the court.”

Her involvement is expected to elevate badminton’s profile in India further. Balagopalan acknowledged her pivotal role in popularising the sport. “Sindhu’s achievements resonate strongly with our brand values,” he said. “Her journey aligns with our vision of empowering athletes and fostering inclusivity.”

The Indian sportswear market is highly competitive, with global and local players vying for consumer attention. Puma India has historically focused on cricket, running, and football, sponsoring key events like the Ladakh Marathon and IPL teams. Expanding into badminton presents both opportunities and challenges. While the sport’s growing popularity offers a promising market, capturing a significant share will require sustained investment and innovation.

Dasgupta noted that campaigns like the PVMA activation can create short-term buzz, but retaining consumer interest requires consistent efforts. “Puma India must follow up with tangible actions, such as launching high-quality products and supporting grassroots initiatives, to establish credibility in the badminton segment,” he said.

Lessons for marketers

Puma India’s campaign offers several takeaways for professionals in advertising and marketing. Firstly, it highlights the power of simplicity. A small change in branding—temporary yet impactful—can generate significant attention when executed thoughtfully. Secondly, it underscores the importance of timing and alignment. By coinciding the activation with Sindhu’s onboarding, Puma India maximised the campaign’s impact.

However, the campaign also raises questions about sustainability. While the PVMA rebranding succeeded in creating intrigue, maintaining this momentum will require consistent innovation. As Balagopalan put it, “We like to challenge ourselves, continuously innovating and differentiating our offerings to capture consumer interest and stay ahead of competitors.”

At its core, Puma India’s PVMA activation exemplifies the evolving dynamics of sports marketing. As brands increasingly compete for consumer attention in a fragmented landscape, creativity and agility have become crucial. Whether this campaign marks the beginning of a long-term transformation or remains a fleeting moment of brilliance, one thing is clear: in the world of branding, even a missing ‘U’ can speak volumes.