AJIO, one of India’s leading fashion e-commerce platforms, has just launched its newest ad film and festive season campaign ahead of its much-awaited AJIO All Stars Sale, which begins tomorrow, 11th September 2025.
The Ad Film Helps AJIO Stand World Apart from Other Brands
The ad film brings AJIO forward as a brand with an actual perspective and point of view, and as a leader in inclusive fashion.
The ad film features Varun Dhawan and Shraddha Kapoor in an incredible 2-minute musical, which is a perfect reflection of AJIO’s motto of ‘Identity without apology.’ The film brings attention to the importance of diversity and individuality when it comes to fashion and how everyone has their own style—all while showcasing incredible sets and dance moves, which set the mood for the 9 nights of Navratri.
With Varun and Shraddha in the lead, the ad also features iconic names like Zeenat Aman, Uorfi Javed, Abir Chatterjee, and Malavika Mohanan, showing off ‘how they festival’ to leave a lasting impression.
The ad also features diverse fashion choices, identities, and communities and even includes LGBTQ+ representation, featuring a gay and lesbian couple in the ad film and the strong line ‘Only you get to decide who gets to be your plus one.’
AJIO Developed A Banger Song For The Ad Film
It’s a well-thought-out song, which pushes the message with its careful and clever selection of words, all while blasting party-ready electronic sounds to go along with it. Phrases like ‘Ashtami mei astonishing lago’ and ‘Saptami mei spectacular dikho’ bring focus to the upcoming 9 days of Navrati, encouraging audiences to bring their fashion A-game each day, in a way that’s true to them.
Uorfi drops a bold line, saying, “Karo jitna karo troll, but I won’t do what I’m told,” and Malavika Mohanan states, “The one thing that never goes out of fashion is compassion,” as she’s handing out gift boxes, highlighting the tradition of gifting.
AJIO Also Came Up With A Bold Fashion Challenge For Audiences
To extend the campaign beyond the film, AJIO has launched a festive style challenge, inviting people to share their unique festive looks with #ThisIsHowWeFestival and tag @ajiolife. Selected entries stand a chance to win goodies and even get featured in AJIO’s next ad film, turning the campaign into an interactive celebration where everyone gets to show off their individuality.
It’s A Bold Statement And A Warm Welcome At The Same Time.
The ad pushes the spirits of individuality, encouraging everyone—regardless of age, gender, sexuality, or community—to proudly and shamelessly embrace their identity and their fashion, especially during festive times like Navratri, when people often get too caught up in the thought of ‘what to wear.’