Love is respect: Virat Kohli champions equality, one small step at a time

Cricketer Virat Kohli, who co-owns Wrogn, launched the apparel brand’s campaign, ‘Love is respect’. This initiative underscores a vital societal shift towards recognising the importance of respect, especially towards women, in relationships.

The campaign celebrates smaller but significant changes, where men are increasingly showing respect and treating women with the equality they deserve. Over the past decade, Wrogn has initiated meaningful social dialogues on equality, and this campaign continues that tradition by emphasising that respect is foundational to any relationship.

Anjana Reddy, founder of Wrogn said, “This initiative does two things very eloquently. Not only does it celebrate those who have already gone through this behavioral change, but spreads awareness about how partners ought to be with each other. As a woman, I put respect a few notches above love. If you genuinely love someone, you simply can’t be disrespectful to her. Love has to walk hand in hand, alongside respect.”

The ‘Love is Respect’ initiative is created by Fisheye Creative Solutions from Bangalore who has been with the brand since its inception in 2014.

Kohli, who is also the Wrogn’s brand ambassador, describes ‘Love is Respect’ as one of most “gratifying” campaigns he has worked on. He added, “For ten years, Wrogn and I have done many interesting campaigns together but this one is certainly the most important of all. The behavioural shift that we’re seeing in our society is just the beginning of a much-needed change. More and more people need to realise that relationships flourish when love and respect walk hand in hand. You can’t be disrespecting your partner one minute and then shower her with love the next. You can’t hurt a person and then expect love in return. This is a very fundamental truth about any relationship.”

Commenting on the launch of the campaign, Prashanth Aluru, CEO and co-founder, TMRW House of Brands, said, “It is not every day that you get to co-create such an impactful, poignant narrative. Our partnership with Wrogn started earlier this year and we have been working on the big ideas to unlock the next level of the brand’s blitz scaling journey. To see our first campaign together shape up so well, is truly rewarding. All I can say is that Wrogn 2.0 is just getting started.”

Wrogn, a millennial and Gen Z focused fashion and lifestyle brand with a premium and distinctive design positioning, entered into a strategic partnership with TMRW House of Brands in June 2024. It is now part of the eight-brand strong portfolio that the house of brands endeavour from Aditya Birla Group is partnering with.

Campaign’s take: The 'Love is Respect' campaign, fronted by Virat Kohli, is a clever, timely push for a cultural shift. The ace cricketer’s reflection on how relationships have evolved—from men avoiding apologies to actively contributing at home—will resonate with modern audiences who value equality.

This campaign taps into an ongoing conversation around mutual respect in partnerships, and with Kohli as its voice, it’s bound to strike a chord, particularly with men who see themselves in his narrative.

However, there’s a fine line between sparking genuine reflection and seeming preachy. Some might find the messaging a bit idealistic, especially when societal changes like this often take time.

Yet, the campaign’s simplicity—respect as the foundation for love—makes it relatable and easy to digest, even if it doesn’t necessarily offer groundbreaking insights into gender dynamics. While it may not appeal to those seeking a deeper dive into the complexities of modern relationships, it still succeeds in starting a conversation that brands like Wrogn can build on for the long haul.