3/5 The 2nd is from Puma. Puma launched the 'Puma Dive' idea back in October 2023 (for the Cricket World Cup 2023) where they wanted us to think of Puma's logo (a diving Puma) whenever we see someone diving to catch, in cricket. The agency (Leo Burnett India) extended that idea into an interactive, AI-led activation where we can share pics or videos of dives on social media with #pumadive and the AI engine ascertains the angle of that dive and matches the % with the angle of the Puma logo dive.