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 Mary 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.