Puma launches Ladakh campaign featuring Buddhist monks

Puma India has launched a new marketing campaign titled ‘Meditation in Motion’, featuring 40 Buddhist monks wearing Deviate PURE NITRO running shoes. The campaign was photographed at the 15th-century Thiksey Monastery in Ladakh, set against the region's high-altitude landscape.

Released ahead of the 13th edition of the Ladakh Marathon, the campaign aims to draw a parallel between the mental discipline of meditation and the intense concentration required for long-distance running. Ramprasad Sridharan, managing director of Puma India, stated that the initiative explores the mental aspect of the sport, suggesting that both movement and meditation can lead to a state of complete focus and presence.

The visual strategy utilizes the contrast between the monks' traditional robes and modern athletic footwear to highlight the brand's focus on its running technology and its efforts to increase visibility within the running sector.