Growster has produced a theatre-first advertising campaign for fashion brand Virgio, creating a cinema commercial timed around screenings of ‘The Devil Wears Prada 2’ across India. The campaign was conceptualised and executed within 72 hours and was designed specifically for the theatrical viewing experience.
The NCR-based independent creative agency developed the campaign around the cultural attention surrounding the film’s release, using parody-led storytelling and cinematic references to create what it described as a ‘pattern-interrupting’ advertisement for movie audiences.
The campaign was screened in cinemas before showings of ‘The Devil Wears Prada 2’ and aimed to integrate the Virgio brand into the entertainment experience rather than functioning as a conventional pre-roll commercial.
To align the creative closely with the film’s world, Growster cast a Meryl Streep lookalike and recreated Miranda Priestly’s office environment in Gurugram. The final output was a 20-second cinema spot designed to mirror the visual style and tone associated with the film franchise.
The advertisement was directed by Shruti Brahma, while cinematography was handled by Sparsh Hasija.
According to the agency, the brief focused on engaging cinema audiences already invested in the feature presentation. Growster said the campaign strategy centred on making the ad feel contextually embedded within the film-viewing experience rather than appearing as a disruptive advertising insert.
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.”
He added, “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 the campaign aligned with the brand’s positioning around culture-driven fashion communication.
“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,” Khan said.
Growster said the campaign reflects a broader industry shift towards creative agility and culturally contextual advertising, particularly as audiences become more resistant to traditional advertising formats.
The agency added that it increasingly views speed, relevance and contextual storytelling as essential components for brands looking to engage consumers in entertainment-led environments.
Founded in 2021 by Harshit Arora, Growster works with D2C, fashion and consumer brands across social media, performance marketing, ad film production and performance-led content mandates.
The campaign film is currently live on YouTube.
