Virat's 'fake movie' post to promote Wrogn products is an instant hit on social media
The campaign conceptualised by Fisheye attracted 1.5 million views. Nishant Poddar of Universal Sportsbiz explains how in an era where fake news has dominated airwaves, they decided to create a fake movie to grab eyeballs
Wrogn’s recent campaign featuring Virat Kohli has taken the internet by storm. Conceptualised by Fisheye, the video — a trailer for a fake movie titled Trailer: the Movie — was posted by Virat Kohli on his social media handle. The video was an instant hit as most people fell for the trap. Most of them thought it to be a real film. The video attracted 1.5 million views.
The trailer shows Virat Kohli sporting Wrogn merchandise and blazing the screen with his stunts, playing the part of a superhero as he takes down menacing super-villains, kung-fu hustlers, aliens, dinosaurs and zombies, while saving the world. Kohli also posted a video on his social media handle holding a fake Oscar trophy for the film. While it is clearly a tongue-in-cheek parody of summer blockbusters, the real reason for this fake Virat Kohli movie goes much deeper.
Nishant Poddar, CMO, Universal Sportsbiz, said, “Wrogn is a brand that doesn't shy away from challenging the status quo. Our communication has always been innovative and disruptive, making the audience stand up and pay attention. In an era where fake news has dominated the airwaves, we decided to take that idea head-on and create a fake movie. And the response has been phenomenal.”
“We wanted to get away from the regular outdoor campaign and move towards the digital medium so that our reach is amplified and can be measured as well. The brief to the agency was — how can you showcase our range of garments in a minute?” he added.
Giving an insight about this innovative campaign, Orko Basu, Creative Head, Fisheye, said, “We decided to look at the explosion of fake news in the world, and wondered how it would be if a brand were to make its own ‘fake news’ to highlight the issue in a tongue-in-cheek manner.
“The idea came quickly. We wanted to make a trailer for a movie that did not exist. And since there was no real movie, it freed us up to make the trailer about all kinds of movies — drama, thriller, superhero, war, horror, aliens, whatever. The execution took much longer than the ideation. We had only a few hours with Kohli to shoot all the sequences, and we had to do everything in a studio.
“The budgets we were working with didn’t quite match up to the final scale we wanted — so we decided to self-produce it, assembling a team for the shoot and the extensive post-production that was required.”
Talking about the challenges, Basu said, “It took three weeks of round-the-clock thinking and coordinating with a team that was spread across multiple cities, in India and abroad. Since we only had a few hours to shoot, every shot, costume change, lighting, camera angle, etc., had to be planned to perfection. The team knew exactly what to do and they were fabulous on the day. After the shoot, the race was on to complete the ambitious post-production in time for release.”
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