Virat Kohli to don role as 'Anchor' for WROGN brand campaign
Universal Sportsbiz Pvt. Ltd. (USPL), the celebrity fashion lines company founded by Anjana Reddy with equity participation from Sachin Tendulkar is launching the WROGN brand campaign with Virat Kohli as an “Anchor” within a mobile app. The WROGN fashion brand is an expression of Virat Kohli’s distinctive sense of style and enormous youth appeal. This will be the first time that any sports icon has been embedded within a mobile app to engage with youth audiences across India.
USPL is unveiling #WROGNauditions on September 12 and this will see youth across the country answer Virat’s quirky questions on the mobile app. Winners get an all-expenses paid trip to Las Vegas with friends. WROGN is targeting to reach over 5 million youth across India. The #wrognauditions app will be available both on Google Play and iOS platforms from September 12th. The #WROGNauditions teaser was launched by Virat on September 3rd and has been trending on Twitter.
Anjana Reddy, co-founder, Universal Sportsbiz commented, “Since WROGN is a break-away youth fashion brand, we wanted to do something very irreverent with Virat. Since mobile is the quickest path to directly engage with the youth, we created a gamification app that features Virat as an ‘Anchor’ who poses tricky questions. We believe that direct youth engagement with a sports icon blended with the latest mobile and digital platforms will accelerate the brand equity of WROGN in an innovative clutter breaking manner”.
“Created by Fish Eye, the gamification strategy behind the innovation was to create a clutter breaking engagement device with the youth of India.
WROGN has already built significant traction and this new campaign with Virat as an Anchor will appeal to the sensibilities of the modern youth”, added Anjana
Founded in April 2012, USPL is the only home grown Indian company with significant presence in the multi-billion dollar celebrity fashion lines business with three distinct offerings. USPL’s portfolio of leading brands include Wrogn, a premier fashion brand inspired by Virat Kohli, Imara, a contemporary women’s ethnic fashion brand with Shraddha Kapoor and Collectabillia, which e-tails sports, entertainment and based fashion accessories.
USPL is in the process of expanding its distribution network for Wrogn across the country. It plans to enhance the network presence from 38 stores to 70 stores for WROGN.