Youth fashion brand Wrogn, part of Aditya Birla’s TMRW portfolio, has launched its latest nationwide campaign featuring Bollywood actor Ibrahim Ali Khan. Titled “Wrogn. But Real.”, the initiative focuses on encouraging young Indians to embrace individuality and imperfections in a culture often defined by polished appearances and constant pressure to perform.
The campaign film, released across digital and retail platforms, positions authenticity as the new marker of style. In the film, Khan delivers a pointed message that resonates with India’s Gen Z and millennials: perfection is overvalued, and real confidence comes from being unapologetically oneself.
Since its launch in 2014, Wrogn has carved out a distinct space in India’s fast-fashion market by appealing to young shoppers with its bold designs and unorthodox messaging. With “Wrogn. But Real.”, the brand is building on that ethos, aiming to further strengthen its connection with urban youth who increasingly seek brands that stand for values beyond clothing.
Anjana and Vikram Reddy, co-founders of Wrogn, said the campaign reflects the brand’s core philosophy of courage, authenticity and freedom of expression. “Young people today face tremendous pressure to fit in. Through this campaign, we want to remind them that style is not about conforming but about celebrating what makes you unique,” they noted.
For Ibrahim Ali Khan, who has quickly emerged as a youth icon, the association is personal. “Wrogn doesn’t try to put you in a box. It’s real, raw and imperfect, which is exactly how I view fashion. This campaign is about being effortless and unfiltered,” he said.
The campaign will be visible across digital, social media and retail touchpoints nationwide, reinforcing Wrogn’s position as one of India’s most influential youth-centric fashion brands.
