Smaaash, is a gaming centre franchise in India. When they approached us, low- brand awareness was their major issue. Even though they had Virat Kohli, one of India’s most valuable celebrities at the time, they were not leveraging it properly. The brief was to create  a regular demo video. We decided to use the time to shoot Virat doing something he had never done before on camera - a rap music video that incorporated different VR games into the script seamlessly.
 

The entire activity was promoted as 'Virat’s Smaaashing Rap' , a first-ever music video featuring Virat Kohli. The promo for the video began with a teaser video with the hashtag #Virat’sSmaaashingRap. Once the teaser created online buzz and built curiosity, we launched the full song. The song was an instant success and footfalls to centres across the country increased dramatically.