Newer viologen: Synthesis, characterization, solvatochromic, photophysical, and DFT studies

•Newer viologen is synthesized using microwave assisted efficient, greener approach.•Solvatochromic and photophysical properties of the viologen were studied.•Lippert –Mataga plot interprets correlation between Stokes shift and orientation polarizability of solvents.•Redox electrochemical and thermal behavior of viologen was studied.•Molecular orbital orientation and DFT computation were performed.