Bhubaneswar: India’s fastest woman Dutee Chand is all set to steal hearts for a different reason. She has featued in an ad film ‘Propah Lady’.
The nearly two-minute-long film is part of a campaign on notable women who have set their own goals and achieved them, breaking societal boundaries and living life on their own terms.
Besides the Odisha-born sprinter, the film will also feature Bollywood actress Sara Ali Khan, Indian boxer M
ary Kom and transgender model Anjali Lama.
‘Propah Lady’ is the India campaign by global sports brand Puma, which had signed a two-year deal with Dutee earlier this year. It’s conceptualised by Digitas.
Speaking about the campaign’s title, Digitas creative director, Siddhi Desai said, “Women have normalised a lot of things that were once unheard of and in the process, shattered the definition of a “Proper Lady” and it was time to call that out. This was how ‘Propah’ was born. It’s a word that’s incorrect, yet correct.”
On her part, Dutee is quite elated about the campaign which was shot in Mumbai. “It was a very different experience, but I loved every minute of shooting,” she recalled.
A multi-platform digital campaign led by Instagram and YouTube, the campaign also spans Facebook and Twitter to communicate with the audience.
Notably, the 23-year-old sprinter had shattered the 100-meter national record with a timing of 11.22 seconds during the semi-finals at the National Open Athletics Championships in Ranchi last week and won a gold in the final.