Virgio launched a cinema ad campaign that screened in theatres across India ahead of showings of ‘The Devil Wears Prada 2’. The campaign tapped into the cultural buzz around the film’s release with a parody driven concept designed specifically for cinema audiences.
Conceptualised by independent creative agency Growster and executed within 72 hours, the 20 second ad was created to blend into the theatrical experience rather than function as a conventional commercial break.
The campaign recreated Miranda Priestly’s iconic New York office in Gurugram and featured a Meryl Streep lookalike to mirror the aesthetic and tone associated with the film franchise. The ad was directed by Shruti Brahma and shot by cinematographer Sparsh Hasija.
The campaign was built around the idea of engaging theatre audiences already immersed in the anticipation of the main feature, using a format intended to feel connected to the cinematic moment while standing apart from traditional advertising styles.
Link to the campaign
Harshit Arora, CEO and Creative Director, Growster, said: “The thinking behind the campaign leaned into Growster’s larger approach to moment marketing. Rather than treating culture as something brands simply react to, the agency sees cultural moments as opportunities to create experiences that feel naturally embedded in the way people already consume content and entertainment.”
He further added, “Moment marketing often becomes a race to post first. For us, the question is less about speed and more about relevance. We wanted to create something that felt like it belonged exactly where it appeared. If audiences are already entering a cultural moment, the brand should feel part of it rather than interrupting it,”
Shilpi Khan, Director- Brand Marketing, Virgio said, “Virgio has always believed fashion should move at the speed of culture, and this campaign brought that philosophy to life perfectly. With The Devil Wears Prada 2 already driving conversations across audiences, Growster helped us tap into that moment in a way that felt entertaining, cinematic, and true to the Virgio voice.”
He further added, “The team’s ability to conceptualise and execute the campaign within 72 hours while recreating such an iconic world was genuinely impressive. More than just an ad, this was a piece of culture-first storytelling designed to surprise audiences where they least expected it- on the big screen.”
