Virat Kohli launches new youth fashion brand ‘Wrogn’ in India

Marketing | December 2, 2014 | News

Wrogn Virat Kohli Rachnoutsav

Wrogn (that’s right, it’s not a typo) is a new youth fashion brand that was launched on Nov. 20 at Richardson & Crudass Mill in Mumbai. Launched by brand ambassador Virat Kohli, the mill compound was chosen to host the event to showcase a rough, raw, rustic and ‘incomplete’ look. 

Attended by 300 guests including the media, VIPs and business associates, the event was executed by Rachnoutsav - The Event Managers. Commenting on the same, Amrit Dugar, Director, Rachnoutsav said: “We were roped in just one week prior to the event, since Virat’s availability was on a tight schedule. In less than 48 hours, the entire area was fabricated for the event.”

Adding further, Dugar said: “The client’s brief was to create an experience which was new to people attending the event. Since the brand is called Wrogn, the entire production, flow and feel was non-conventional. For example, even the AC units were unmasked and left with a raw look.”

The show started with the ‘Shadow Dance’ by Mumbai Dancers and a ramp walk showcasing Wrogn designs. Crescendo, the showstopper emerged from the audience to do the ramp walk. Post this, Anjana Reddy (Director, Wrogn) walked in with Virat Kohli on the ramp, where they had a quick chat with the press. Joining them was the management team from Shoppers Stop and Myntra. The event concluded with a cocktail dinner.

The raw-style launch event was executed by Rachnoutsav at Richardson & Crudass Mill in Mumbai.

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