Virat Kohli to play anchor role for WROGN

15 Sep,2015



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 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.


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.


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