VRO Reinvents Men’s Marketing with a Provocative Urinal Installation on the busiest Mumbai streets.
Mumbai : Imagine if the only space truly designed for men was a urinal. With ‘Was this the Only Place for Men?’, VRO, India’s pioneering curated marketplace for men, turns this provocative insight into a head-turning outdoor campaign that reimagines how men’s shopping needs can be met with creativity and flair.
At the heart of this campaign lies a powerful observation: while men have unique needs across fashion, grooming, health, fitness, and technology, shopping platforms rarely offer meaningful curation or personalisation for them. VRO’s campaign ingeniously uses a familiar, male-centric space as a metaphor, sparking conversation about the need for a truly innovative, men-first shopping experience.
Standing at 7 ft by 4 ft and featuring a real urinal, the installation toured Mumbai’s most vibrant & busiest hotspots on 24 October 2026. Brandished with a bold question, “Was this the Only Place made for Men? Until we built VRO,” the campaign transforms an everyday fixture into an unforgettable brand experience, using visual surprise and wit to drive home the need for men-centric innovation in shopping.
Deliberately direct, “Was this the Only Place for Men?” puts its powerful insight front and centre, breaking away from traditional marketing approaches. Passers-by are provoked to rethink why men’s dedicated shopping needs have been overlooked for so long. QR codes on the installation seamlessly connect the offline buzz to VRO’s cutting-edge digital platform, merging real-world spectacle with online innovation.
Commenting on the campaign, Aman Rana Agrawal, Founder of VRO, said, “Men have always had specific needs when it comes to shopping, but the experience has rarely been designed around them. We built VRO with the belief that men deserve a platform that understands their preferences, simplifies their choices and makes shopping feel more personal. With Only Place for Men, we wanted to bring this gap to life in a way that was impossible to ignore. The urinal is a deliberately provocative symbol of how few spaces have truly been designed for men, and the campaign reflects our larger ambition to change the way men shop.”
VRO’s proposition is rooted in making shopping more intuitive and relevant for men. The platform brings together five categories: fashion and lifestyle, grooming and care, health and nutrition, sports and fitness, and VRO lux, with over 200 brands on board. Through expert-led curation and personalisation, VRO helps users discover products aligned with their individual preferences and needs, from style choices and grooming concerns to body types and health goals.
Its conversational AI feature, Ask VRO, further simplifies product discovery by allowing users to seek recommendations through a chat-based interface. The larger ambition is to move away from endless browsing and overwhelming choice towards a shopping experience that understands the individual and makes finding the right products easier.
With “Was this the Only Place for Men?”, VRO takes this philosophy beyond the digital interface and into the physical world. The campaign translates the brand’s central proposition into a tangible, conversation-starting installation, using an unexpected visual to communicate a straightforward idea: men deserve a shopping platform designed around their needs, not one that treats them as an afterthought.
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