New campaign seeks to build Thursday as a distinctive brand property for Virgio, creating anticipation around the fashion brand’s weekly drops
New Delhi, Sept 02: Growster, the NCR based independent creative agencyhas unveiled its latest film for fashion brand Virgio, further strengthening the creative partnership between the two brands. The film is part of ‘Virgio Thursday’, an ongoing campaign platform built around a simple consumer insight: when newness arrives on a predictable day, customers have something to anticipate, remember and return for.
With Virgio introducing fresh drops every Thursday, Growster saw an opportunity to turn the release schedule itself into a recognisable brand property – and ultimately build greater attention and anticipation around the day.
The objective was to move beyond communicating individual product drops and instead create a recurring mental association between Thursday and Virgio.
Typically viewed as one of the more gruelling days of the working week – close enough to the weekend to anticipate it, but not quite there – the campaign flips the cultural perception of Thursday. Virgio Thursday positions it as the day women can actually look forward to: because there’s always something new dropping at Virgio.
The campaign has been conceptualised primarily as a top-of-funnel creative platform, designed to generate greater reach and attention for Virgio while creating a recurring reason for audiences to visit the brand’s website every Thursday.
Rather than relying solely on conventional product-led fashion communication, Growster is building the campaign around entertainment and everyday relatability. The films explore familiar situations that take an increasingly absurd turn when characters suddenly realise one thing: it’s Thursday – which means there’s a new Virgio drop.
The latest film continues this narrative and forms part of a larger series exploring different everyday scenarios and exaggerated reactions to the arrival of Virgio Thursday.
The ambition is to make the association increasingly instinctive over time: Thursday means new fashion, and new fashion means Virgio.
“We wanted to see if we could take something that already existed within Virgio’s business – the consistency of their Thursday drops – and turn it into a piece of brand memory. If consumers know there is always something new waiting for them on a particular day, you have the opportunity to build anticipation rather than having to recreate attention for every individual launch. Virgio Thursday is our attempt to make Virgio own a day of the week,” said, Harshit Arora, Founder, Growster.
“VIRGIO Thursday is really about giving more shape and personality to something that was already becoming a strong part of our brand rhythm. We wanted to build a world around our Thursday drops that feels fun, distinctive and easy to recognise. Growster has been a great creative partner in helping us translate that idea into films that feel very much like VIRGIO” said, Shilpi Khan, Virgio.
The campaign also marks another chapter in the growing partnership between Growster and Virgio, with the agency continuing to develop entertainment-first, digital-native creative assets for the fashion brand.
Through the wider Virgio Thursday series, Growster and Virgio will continue experimenting with situations, characters and cultural observations that can reinforce the Thursday ritual – with each film ultimately working towards the same behaviour: remember the day, anticipate the drop, and come back to see what’s new.