Virat Kohli & Divine feature together for the #SOCKTHEM campaign

Leading the Cricket frenzy, sports brand PUMA launched its biggest campaign for the season - SOCKTHEM, featuring Indian Captain and PUMA ambassador, Virat Kohli along with Divine, the country’s biggest hip-hop star. The campaign takes inspiration from the skipper’s iconic moment at the Sydney Cricket Ground, where he made a statement by gesturing that he “Lets his bat do the talking”. SOCKTHEM is a platform that aims to give Indian cricket fans all the ammunition they need to support the Men in Blue, with a rap anthem and a symbolic gesture.

Much like Cricket, music speaks to everyone and is embedded in the fabric of society. The rap anthem “SOCKTHEM” effortlessly blends music and sport – two of the biggest cultural unifiers of the country. Honoring Virat’s sportsmanship, Divine perfectly captures the crossover between music, art and culture and how cricket transcends everything in India. The music video will also see other PUMA brand ambassadors like Sushma Verma, Indian National Woman Cricketer, and Mary Kom, Indian Olympic Boxer express their support for the team.

Talking about the campaign, Abhishek Ganguly, Managing Director, PUMA India said, “Cricket is one of the biggest cultural integrators in India. The SOCKTHEM campaign celebrates cricket and the culture of the sport that unites our nation. The anthem is a perfect way for fans to voice their support for Virat and cheer for Team India. Divine and Virat together make this campaign widely-relatable in  a manner that is daring, optimistic and inspiring.”

Indian Cricket Captain and PUMA brand ambassador, Virat Kohli said,“ I always look to push my limits and challenge myself on and off the field. I am super excited to be part of this rap anthem, and I had a great time working with PUMA and Divine on the campaign. As we prepare to take the field, I’m looking forward to seeing Indian cricket fans join the #SOCKTHEM movement, and hope to see them singing “Chakravyuh Mein Sock Them” for years to come.”

The man behind the SOCKTHEM track, Divine added, “This was one of the most unique projects I have worked on and I am super excited to have played such an integral role in the campaign. India has a special love for cricket, and I’m thankful to PUMA for giving me an opportunity to compose and perform an anthem for Indian cricket fans worldwide. I hope everyone enjoys singing it, as much as I enjoyed bringing it to life.”

Immortalizing the blabbering gesture, the campaign also introduces the SOCKTHEM Sock. Available exclusively at select screening venues across the country, fans can adopt this iconic gesture with the special-edition socks, amping up the electrifying atmosphere while rooting for Virat Kohli and the team.

The rap anthem was officially launched today at a special preview in Khar Social, Mumbai. This event saw the best hip hop crews in the city take on the #SockThem challenge and compete in a dance-off. The evening culminated with Divine taking over the stage for his first public performance of the anthem.


Follow @pumaindia for more updates about the #SockThem campaign.

Creative Agency: JWT, India

Director: Senthil Kumar


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