If you haven't been living under a rock, you must have seen Sara Ali Khan in her "Propah Lady" avatar for a new campaign by the sports brand Puma. The new campaign by the sports company is celebrating womanhood and is named "Propah Lady." The phrase is the tag line for the campaign that dispels the conventional idea of what makes women "proper", hence propah lady. The campaign by Puma roped in Indian Olympic boxer MC Mary Kom, international athlete Dutee Chand, actor Sara Ali Khan and transgender model Anjali Lama. The women featured in the campaign are winners from all walks of life. PUMA Signs Dutee Chand, Indian Sprinter Thrilled To Be in The Same League With Usain Bolt. 

Sara Ali Khan took to Instagram to post the uber-cool video with an emoji-filled caption that read, "She cray, but she here to stay, We ain't going anywhere, No matter what you say." Puma has always been known to take an offbeat take on various subjects that matter in society. And this time it Puma partnered with Digitas to conceptualise and bring the Propah Lady campaign to life. The digital campaign is reigning all social media platforms such as Instagram, YouTube, Facebook and Twitter. Celebrities and influencers, including Sara Ali Khan and Mary Kom, took to their social media handles to give a sneak peek of the campaign #PropahLady.

Watch The Video Shared By Sara Ali Khan:

Explaining the idea of the whole campaign a little further, Abhishek Ganguly, Managing Director, Puma India, said to www.exchange4media.com, “Be it our athletes, consumers or employees, we believe every woman is a Propah Lady. We appreciate that our ambassadors are taking the lead to work with us in changing the dialogue from ‘empowering’ to ‘celebrating the empowered. We want to celebrate women who make her own rules, who break stereotypes. With this campaign, we celebrate empowered women.”

(The above story first appeared on LatestLY on Oct 16, 2019 10:52 AM IST. For more news and updates on politics, world, sports, entertainment and lifestyle, log on to our website latestly.com).