~ Growster turns Virgio’s weekly drop calendar into “Virgio Thursday” — entertainment-first films that make Thursday mean new fashion ~
Gurugram / Mumbai, September 2026: NCR creative shop Growster has rolled another film in its partnership with fashion brand Virgio, sharpening an ongoing platform built around a blunt retail insight: when newness lands on a predictable day, shoppers have something to anticipate, remember and return for.
The platform is called Virgio Thursday. With Virgio dropping fresh looks every Thursday, Growster is treating the release schedule itself as brand property aiming to lock a mental link between the weekday and the label, rather than selling each drop as a one-off product story.
Thursday usually sits in that awkward mid-week slot — close enough to the weekend to feel it coming, not close enough to enjoy it. The films flip that mood. Everyday scenes tip into absurdity the moment someone realises it’s Thursday, which means there’s a new Virgio drop waiting. The series is pitched as a top-of-funnel entertainment engine: reach and recall first, then a recurring reason to hit the site each week.
Harshit Arora, Founder, Growster, said the brief was to own a day, not just another launch. “We wanted to see if we could take something that already existed within Virgios business the consistency of their Thursday drops — and turn it into a piece of brand memory. If consumers know there is always something new waiting for them on a particular day, you have the opportunity to build anticipation rather than having to recreate attention for every individual launch. Virgio Thursday is our attempt to make Virgio own a day of the week.”
Shilpi Khan of Virgio framed the films as personality for a rhythm the brand already had. “VIRGIO Thursday is really about giving more shape and personality to something that was already becoming a strong part of our brand rhythm. We wanted to build a world around our Thursday drops that feels fun, distinctive and easy to recognise. Growster has been a great creative partner in helping us translate that idea into films that feel very much like VIRGIO.”
Growster says more episodes will keep testing situations, characters and cultural beats — always pointing back to the same habit: remember the day, anticipate the drop, come back for what’s new. For India’s D2C fashion pack, its another bet that calendar rituals can do the heavy lifting that one-shot hero films can’t.
