Anushka Sharma argues with PUMA only to announce brand endorsement

Anushka Sharma has teamed with with PUMA as the apparel company's brand ambassador. However, the two first sparred online over the company's usage of Sharma's picture on its Instagram stories.

The actor shared one of PUMA's posts featuring her with the caption: "Hey @pumaindia? I'm sure you know that you have to take permission before you can use my imagery for publicity since I'm not your ambassador. Please take it down!"

The post was also shared by Sharma's spouse Virat Kohli on his Instagram story and it looked like a full-blown war was in the offing.

However, it was all a ruse to reveal Sharma's new association with PUMA as its brand ambassador. The company revealed that the social media banter was staged. "The marketing gimmick was curated to create intrigue and deeply engage with consumers and Anushka’s fanbase. With this, the actor entered the PUMA family which also includes notable personalities such as Virat Kohli, MC Mary Kom, Kareena Kapoor Khan, Yuvraj Singh, Sunil Chhetri, and recently Harrdy Sandhu."

The company's official press release reads: "PUMA on-boarded Anushka over a fun social media banter in a span of 48 hours, staying true to its tagline Forever Faster. On Monday, the brand had announced EOSS promotions on its social media featuring file images of the actor in its products. Anushka took to her social media and called out the brand, asking PUMA to use her imagery only after onboarding her as a brand ambassador.

"In response, PUMA posted an image of a proposal to make the partnership official. Anushka accepted and sealed the deal at the PUMA’s Linking Road store. To make the announcement public, she hopped into a convertible car with the PUMA cat mascot and drove off on the iconic road of Mumbai, flaunting a signage Just Said Yes."

Commenting on her association with PUMA, Anushka Sharma said, “I have been an admirer of the brand PUMA as they have always pushed boundaries and celebrated women who embrace individuality, fashion, sports and fitness culture. This resonates with me because it is something I have always believed in and determinedly followed. With this new association, I will be able to connect with and encourage more women to lead a fit and healthy lifestyle. I am looking forward to everything that PUMA and I have planned for the coming year.”

Speaking on the association, Abhishek Ganguly, Managing Director, PUMA India & Southeast Asia, says, “Anushka is a true embodiment of what it means to be bold and unapologetically herself. As a brand, we strongly believe in supporting and enabling the determined spirit of women. We are extremely excited to bring Anushka into the PUMA family. We will be creating unique opportunities with her to deeply engage with our consumers. We are confident that the new association with Anushka will further drive our approach towards fitness and lifestyle in the country and in turn inch us closer to our consumers across cohorts.”

The actor will endorse the brand’s footwear, apparel and accessories including select collections through myriad activities and brand campaigns throughout the year.