Ajio has launched its latest campaign, “Because Fashion,” to promote its Big Bold Sale by celebrating the spontaneous and bold fashion choices of style enthusiasts. The campaign features four quirky films set in everyday locations—a food street, a government office, a local train, and a pickleball match—where protagonists dress extravagantly despite the mundane settings. This highlights the idea that with great deals, fashion lovers don’t need a special occasion to dress up. The campaign stars popular personalities like Ranvijay Singha, Avneet Kaur, Vedhika, and Faizal Shaikh, each showcasing Ajio’s trendy and affordable fashion in their unique style.
Ajio’s spokesperson emphasized encouraging customers to embrace bold fashion choices without hesitation, while the creative head at Manja agency noted the campaign’s focus on empowering the fashion-forward to make statements anywhere. The campaign is live across Ajio’s digital platforms, including Instagram, YouTube, and the app, with targeted promotions on pop-culture and fashion sites, aiming to resonate with a wide audience of fashion lovers.
