Jamun directed by Piyush Jaiswal.

Jamun: A Fruit, A Shoe, and A Memory.

When Superkicks founder Sangeet Paryani set out to create the Palermo Jamun for PUMA x Superkicks, he wasn't just creating a shoe. He was reaching back into his childhood in Jaipur, to time spent with his cousins under one roof, near a jamun tree. His vivid memory of clothes and hands stained deep purple from the fruit became the visual and thematic core of this film. That memory, singular and specific, became the seed for something universal. Nearly everyone who grew up in small towns in India carries a version of that same memory.

As director and writer, my task was to translate that private nostalgia into a film that could hold both intimacy and scale, a story rooted in one person's Jaipur childhood, built to resonate with anyone who has ever chased a memory. We shot in Jaipur, in the same city, house, and neighbourhood Sangeet grew up in, chasing the light and texture of those long afternoons, courtyards, cousins, and the mess and joy of being young.

Cinematographer and editor Karan Singh Thapa shaped the film's visual language at these locations and its rhythm in the edit, giving the story a sun-drenched quality that mirrors the fruit itself: soft, nostalgic, and full of love.

Jamun became more than a campaign film for a sneaker drop. It's a great demonstration of how design and memory intersect, of how a shoe, a fruit, and a childhood can become a shared cultural symbol.