Anushka Sharma, when paired with Virat Kohli, grabs the interest of a wide audience: Shilpi Modi, Director, Manyavar

Shilpi Modi, Director, Manyavar gets candid on the recent ad campaign that took the internet by storm, convincing Virat and Anushka to do the ad and more.

e4m by Misbaah Mansuri
Updated: Oct 30, 2017 8:39 AM

It was no less of a casting coup when Manyavar roped in one of the most popular real-life couples Virat Kohli and Anushka Sharma were for a TVC set on a wedding theme. The commercial titled ‘Naye Rishte Naye Vaade’ touches a whopping four million views and the Internet went into a mushy meltdown. We caught up with Shilpi Modi, Director, Manyavar who spilled the beans on the behind-the-scenes moments, convincing the pair to come together for the ad and more. Edited excerpts.

Q) How did you convince Virat and Anushka to come together for this brand campaign?

A) For Mohey and Manyavar, Virat and Anushka were an obvious choice. Given the brand’s strong association with Virat, and the concept of the campaign, it did not take much time to convince them to come together.

Q) Can you tell us about the behind-the-scenes and the consumer insight tapped?

A) We have captured the behind the scenes moments and the chemistry between Virat and Anushka. We will soon be launching the same on our digital channels.

Q) What were the core challenges you faced while putting the ad campaign together?

A) The main challenge for us was to devise a campaign concept which would bring out the best in the couple and at the same time match the brand philosophies of Manyavar and Mohey. Given the response received on “Naye Rishte Naye Vaadey” we have managed to achieve our purpose.

Q) While Virat has been the brand ambassador for a while and with the brand being a men-centric one, what was the thought process behind getting a woman on board this time?

A) Manyavar has seen a great response with Virat Kohli coming on board. We have a higher connect with the youth which reflects in our sales. Our target is now to increase the visibility and reach for Mohey such that the brand recall is at par with that of Manyavar. Anushka Sharma was hence the perfect choice for to endorse Mohey because she is known popularly as a woman of talent and individuality and when paired with Virat grabs interest of a wide audience.

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