CupShup Mumbai, an independent advertising start-up, has recently unveiled the latest collection of WROGN, the lifestyle menswear fashion brand curated by Virat Kohli, aimed at the youth.
The campaign aims to capture their attention with manifestations of individuality. Through CupShup’s corporate network, WROGN aimed to reach out to young corporates who are usually bogged down by their mundane routine. The campaign also aims to evoke a sense of freedom from their usual lifestyle and encourage the youth to be relentless in their determination – to be independent, different and unapologetically themselves.
The on-ground activation conceptualized and executed by CupShup was divided into two phases. In the first phase, the team reached out to 100+ corporates in Mumbai and Bengaluru in early September – and distributed branded WROGN cups to them. Through this campaign, WROGN also offered an exclusive discount to corporate employees.
In the second leg of the campaign, CupShup has put up 100+ digital screens across leading corporate & tech parks in Mumbai, Gurgaon, Pune and Bengaluru. Through this campaign, CupShup aims to reach about 1 Million working professionals.
Sanil Jain, Co-Founder, CupShup, said, “WROGN’s latest apparel wear has struck the right chord by targeting young millennials, and corporates are a major chunk of that audience, who want to refurbish their wardrobe every few months. CupShup’s network reach of over two million working professionals helped plan the activation in a way that would efficiently reach the young millennial corporate masses aptly.”