India is experiencing a lag in inspiration to pursue physical fitness, even as the country is witnessing a growth in the adoption of sports culture. Puma has released a digital film as part of its ‘Let There Be Sport’ campaign—featuring its brand ambassadors Virat Kohli, MC Mary Kom, Sunil Chhetri, Avani Lekhara, and Bhagwani Devi alongside everyday athletes—that advocates for the increased adoption of sports culture through a montage of powerful scenes and a voiceover talking about how sports teach valuable life lessons that shape a person's character.