New Delhi: Growster has produced a theatre-first advertising campaign for fashion brand Virgio, leveraging the cultural buzz surrounding the release of The Devil Wears Prada 2 through a cinema-specific creative execution.
The campaign, conceptualised and executed within 72 hours, was screened across theatres in India ahead of movie screenings and aimed to blend seamlessly into the cinematic experience rather than function as a conventional advertisement.
Designed as a parody-led, pattern-interrupting campaign, the 20-second spot recreated the world of the film by featuring a Meryl Streep lookalike and recreating Miranda Priestly’s iconic New York office setup in Gurugram.
According to the agency, the brief centred around capturing the attention of moviegoers already immersed in anticipation for the feature film — a challenge Growster addressed by integrating the campaign directly into the cultural context surrounding the movie’s release.
The film was directed by Shruti Brahma and shot by cinematographer Sparsh Hasija.
Commenting on 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. “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,”
Speaking about the collaboration, 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.”
According to Growster, the campaign reflects the agency’s broader philosophy that creative agility and cultural relevance are becoming increasingly essential for brands looking to engage audiences amid growing resistance to predictable advertising formats.
The agency added that identifying and responding quickly to cultural moments now offers brands a significant competitive advantage in an attention-fragmented media environment.
