Organic Hype Activation

A zero-media launch that weaponized celebrity behavior and broke the internet.

  • Client

    Wrogn (Indian alt-fashion label equivalent to Supreme)

  • Format

    Social media stunt

  • Focus

    • Brand launch
    • Celebrity marketing
    • Organic reach

  • Goal

    Launch Wrogn during the Cricket World Cup without traditional ads by using India’s most-followed athlete as the sole channel.

  • Role

    • Concepted and scripted a staged identity crisis from Virat Kohli (India’s equivalent of Tom Brady or LeBron James)

    • Used escalating tweets to simulate a public meltdown, ending in a surprise brand reveal

    • Timed rollout during cricket’s most-watched moment for maximum engagement

  • Result

    • Trended #1 across Twitter India within hours

    • Picked up by national press and social media organically

    • Delivered a countrywide brand launch with zero ad spend