Just like their other sporting counterparts, PUMA has had a history of collaborating withvarious celebrity brand ambassadors, from Selena Gomez, to Adriana Lima, to Cara Delevigne. Most of these collaborations take place on a global / international scale, but for the first time PUMA India has come forward with a celebrity collaboration of their own. Kareena will fronting PUMA’s Studio Collection – a low-intensity training apparel collection perfect for Yoga, Barre, and Pilates workouts.
Who is Kareena Kapoor?
For those unfamiliar with Bollywood, Kareena Kapoor is one of the industry’s most loved actors. After making her debut in the 2000 war film Refugee, she went on to star in Kabhi Kushie Kabhi Gham alongside other big names like Shah Rukh Khan, Amitabh Bachan, Kajol and so on. These days, Kapoor doesn’t act as much, but her off-screen life is widely covered in the Indian media. Apart from being outspoken and opinionated about issues she is passionate about, she has also worked heavily with UNICEF to advocate for the education of girls and increase quality-based education in India.
Kapoor is also not your typical fashionista. A simple Google search of ‘Kareena Kapoor fashion’ aggregates content related to what she’s worn at fashion shows, gala dinners, airports, and even the gym. She also owns her own fashion and cosmetics label.
A quick scroll will reveal that Kapoor is new to Instagram, giving her what we might call a ‘Jennifer Anniston’ surge in followers. This post got close to 1M likes, which is remarkable considering she has 1.9M followers.
The Response So Far
The collection has yet to drop, but teasers are already being released on both PUMA India’s official Instagram page as well as Kareena Kapoor’s feed.
All of the posts featuring Kapoor on @pumaindia are also amongst their Top Performing posts of the year. The introductory post performed at a 61.8% Engagement Rate, which is incredibly high especially for a brand account.
If we take a look at Kapoor’s own account, the post announcing her collaboration is her Top Commented post of the year and performed at a 28.9% Engagement Rate. This is at least 6 times higher than the average engagement rate for celebrity influencers in India.
Since PUMA announced their partnership with Kareena, her audience has witnessed a significant increase. This month alone, she gained 170.5K new followers, which is close to a 10% increase in followers.
Gauging The Success
- The Indian public is already very invested in her opinion, so they are likely to respond positively to any brand ambassadorship featuring her.
- She is known for her dedicated fitness routine and athleisure outfits, which makes her a good fit for PUMA in terms of niche.
- She’s an all-rounded character, which makes her agreeable to an audience who might not know her.
Currently, the audience overlap between PUMA India and Kareena Kapoor is very small.
However, this is a positive sign for brand awareness. PUMA will be able to leverage Kareena’s extensive audience demographic who will likely be interested in the products they put out in collaboration with her, solely because they are her fans. In turn, PUMA can capitalize on the awareness and recognition they will gain from partnering with Kareena to generate even higher ROI on future campaigns.
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