AJIO has launched its latest campaign titled ‘Because Fashion,’ setting the tone for its highly anticipated Big Bold Sale.
The campaign leans into a universal truth for fashion enthusiasts: when the fit is right and the price is righter, you don’t need a reason to buy — you do it “because fashion.”
Featuring Ranvijay Singha, Avneet Kaur, Vedhika, and Faizal Shaikh, the campaign comprises four irreverent and humorous films. Each showcases characters dressed to the nines in the most unexpected settings — from rocking a pickleball court to making a style statement in a government office, a packed local train, and a vibrant food street.
“We’ve seen fashion become deeply personal and impulsive. People don’t wait for Diwali or a party to express themselves. With the Big Bold Sale, we wanted to amplify that behaviour, to say it’s okay to overdress, to clash colours, to strut through a sabzi mandi in platform heels. If it makes you feel good, that’s reason enough. Because fashion,” said an AJIO spokesperson.
Whether it’s Ranvijay’s streetwear swagger, Avneet’s bold Gen-Z energy, Vedhika’s sporty glam, or Faizal’s budget-friendly heat, each film reinforces the campaign’s core message — fashion doesn’t need an occasion.
Suyash Barve, Head of Creative, Manja, the agency behind the campaign, added, “The truly fashionable are never under-dressed or over-dressed. And they don’t give a damn about dress codes. That behaviour, combined with AJIO’s Big Bold Sale, helped us create a world where the fashion forward doesn’t shy away from making a statement, no matter where they are.”
The Big Bold Sale offers up to 50–90 per cent off on a wide selection of styles from premium streetwear to budget-friendly fashion must-haves, transforming everyday streets into personal runways.
The campaign is now live across AJIO’s digital platforms, including Instagram, YouTube, and the AJIO app, with targeted promotions across leading fashion and pop culture channels.
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