Celebrity cricketer Virat Kohli’s sportswear brand Wrogn hopes to connect young Indians with its new campaign, ‘Love is Respect’. The label is strengthening its ties to social causes and society, leveraging Kohli’s pan-India fame to promote social change.
“The strongest relationships are built on respect,” Wrogn wrote on Facebook, starting the new ad. “This is love in its purest form, and it’s time we made it the standard. Join us to make a difference.” Be the right kind of man.”
The campaign’s goal is to raise awareness of the importance of respect in any relationship and to promote gender equality. The campaign launched as the apparel brand continues to develop its retail footprint in India through an omni-channel strategy.
“Calling all men, women, boys, and girls,” Virat Kohli said on Facebook, alongside a video from Wrogn’s promotion. “I am not sure how many of you will agree with me. But let me know what you think. Am I the only one noticing the changes in India?”
In June of this year, Aditya Birla Group’s house of brands TMRW invested Rs 125 crore in Wrogn in exchange for a 16% share in the company’s parent company, Universal Sportsbiz Private Limited, which is funded by Virat Kohli and Accel. Wrogn wants to reach over 1,000 points of sale in the next two to three years, with a revenue target of Rs 1,500 crore in the next five years.
