When The Devil Wears Prada 2 hit Indian theatres, most brands posted a social media graphic and called it moment marketing. Virgio built a cinema ad instead.
The fashion brand partnered with Growster, an NCR-based independent creative agency, to produce a 20-second cinema spot that played on theatre screens across India ahead of screenings of the film. The entire campaign – concept to execution – was completed in 72 hours.
The approach was deliberate. Rather than riding the cultural moment from the outside, Growster embedded Virgio inside it. The team cast a Meryl Streep lookalike, recreated Miranda Priestly’s iconic New York office in Gurugram, and built a parody-led film designed to feel like part of the cinematic experience rather than an interruption to it.
Harshit Arora, CEO and Creative Director at Growster, framed the thinking clearly: moment marketing is less about speed and more about relevance. The goal was to create something that felt like it genuinely belonged where it appeared – not a brand reaction, but a brand experience.
Shilpi Khan, Director of Brand Marketing at Virgio, called it culture-first storytelling at its best – fast, cinematic, and true to the Virgio voice. For a brand that believes fashion should move at the speed of culture, the campaign delivered exactly that.
The film was directed by Shruti Brahma and shot by cinematographer Sparsh Hasija.
