VIRUSHKA's 7 vows

VIRUSHKA's 7 vows

They fell in love after meeting on the sets of a shampoo commercial in 2013. And we all fell in love with their love story all over again this October, with the cute as a cupid ad for clothing brands Manyavar and Mohey.

Released on October 20, the 1:31 minute clip featuring cricket captain Virat Kohli and Bollywood actress Anushka Sharma directed by 2 States man Abhishek Varman quickly filled up our social media feed. Even a fortnight later, the cooing over the real-life couple's fun exchange of vows is going strong.

What makes us doubly happy is that this rare glimpse into the hottest couple of the moment was made possible by a made-in-Calcutta brand. t2 got talking with Ravi Modi, managing director, Manyavar, on the casting coup that he managed to pull off, plus the Virushka effect on his clothing labels.

Team t2 and t2 readers can't stop talking about the Manyavar-Mohey ad featuring Virat Kohli and Anushka Sharma. What kind of feedback have you received for this ad?

We are overwhelmed by the response to the ad. Within minutes of its launch, it broke all previous records of viewership for us. The ad has already received 30 million-plus views across digital platforms, and counting! Right from WhatsApp DPs (display pictures) to couples posting and tagging each other on the ad to Instagram stories, the ad has generated conversation amongst a huge number of people. Fans not only from India but all over the world have reached out to us appreciating the concept and the jodi.

We know you signed on Virat Kohli for Manyavar in October 2016 because you are yourself his fan. So how did the idea for this ad come about?

Yes, and I continue to be his fan. He is a legend in the making.

We have always conveyed messages that encourage cultural change and progress in all our communication. Similarly, this time we decided to create a film around weddings that reflects the sea change that the institution of marriage has undergone in our country. Hence came the idea of Naye Rishtey Naye Vaade', where we presented the saat vachan' ritual in a lighter tone, establishing what marriage means to today's youth a commitment to trust and respect each other, and above all, be equals.

How did you manage to get both Virat and Anushka?

With Mohey and Manyavar coming together, Virat and Anushka were an obvious choice for us. It took us close to a year to convince Anushka, but given the brand's strong association with Virat and the original concept of Naye Rishtey Naye Vaade', we finally made it happen.

What was your brief to the agency that made the ad and to director Abhishek Varman?

We wanted to present Virat and Anushka together at their best and create a film that captures the chemistry between them. We thus briefed our agency to design a wedding film with a strong message for today's generation. We intended to go big with the message via a TVC (television commercial) such that the saat vachan concept creates its significance in the wedding space. Abhishek Varman was roped in by our agency since he had the best understanding of the romance genre from directing 2 States. When he read the script he immediately loved it and the result is there for all of us to see.

Who did the scripting?

Our creative agency, Shreyansh Innovations.

What has been the impact of this ad on Manyavar and Mohey sales?

The ad has helped us strengthen the connect of Manyavar-Mohey as a celebration wear brand. Even though the ad is just a fortnight into its release, our stores are seeing very positive trends and customer feedback.

The shooting of this film was a great experience. Both Virat and Anushka are a pleasure to work with. Their on-screen chemistry is a reflection of who they are in real life.

There is a moment in the ad when Virat says, Main hamesha apne aap ko fit rakhunga, tumhare liye', to which Anushka replies, Nahin bhi rakhoge toh chalega', and blows him a kiss. This expression from her came spontaneously. It was an improvisation which surpassed the team's expectations and created that beautiful moment in the film.

Tulip Lohia, marketing team, Manyavar