Growster has produced a theatre-first campaign for Virgio that was screened across cinemas in India ahead of The Devil Wears Prada 2. Designed specifically for the big-screen format, the campaign draws from the cultural buzz around the film’s release and uses parody-led storytelling to engage theatre audiences. Conceptualised and executed within 72 hours, the 20-second film recreates the world of the movie, featuring a Meryl Streep lookalike and a recreated version of Miranda Priestly’s office set up in Gurugram.
The campaign was directed by Shruti Brahma and shot by cinematographer Sparsh Hasija.
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. “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. 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.”
The campaign reflects Growster’s broader focus on culturally contextual storytelling and moment-led brand communication, particularly in formats where audiences are increasingly resistant to traditional advertising interruptions
