Virat Kohli’s Wrogn launches new campaign ‘Love is Respect’

Celebrity cricket player Virat Kohli’s apparel brand Wrogn aims to engage young Indians with its new campaign titled ‘Love is Respect’. The label is strengthening its links to social issues and community and is harnessing Kohli’s pan-India popularity to promote social change.

“The strongest relationships are built on respect,” announced Wrogn on Facebook, launching the new campaign. “This is love in its truest form, and it’s time we make that the standard. Join us in making a difference. Be the right kind of man.”
 
The campaign aims to spread the message that respect is vital to any relationship and promote equality between the sexes. The campaign launches as the apparel brand continues to expand its retail presence in India with an omni-channel approach.
 
“Calling all men, women, boys and girls,” announced Virat Kohli on Facebook, sharing a video as part of Wrogn’s campaign. “I don’t know how many of you will agree with me. But tell me what you think. Am I the only one noticing the change in India?”
 
In June this year, Aditya Birla Group’s house of brands TMRW made a Rs 125 crore investment in Wrogn in exchange for a 16% stake in the business’ parent company Universal Sportsbiz Private Limited, which is backed by Virat Kohli and Accel. Wrogn plans to reach over 1,000 points of sale in the coming two to three years and aims to reach the Rs 1,500 crore revenue mark in the coming five years.