Reliance’s fashion e-commerce player, Ajio, has launched a high-decibel media campaign for its flagship sale property – the Ajio Big Bold Sale. This campaign includes five 20-second pre-buzz films, followed by five more 20-second reveal films and five 30-second announcer films.
Ajio aims to give the concept of a ‘sale’ itself a makeover, via the multitude of films. The campaign, conceptualised by Phantom Ideas, aims to remind shoppers not to lose their ‘reason’ (a dig at Myntra’s upcoming ‘End of Reason’ Sale). It urges them to wait for Ajio’s ‘better’ and ‘hotter’ sale.
The campaign brings together a host of celebrities from Bollywood, Kollywood, Tollywood and other regional languages. The films are fronted by fashion icon Sonam Kapoor, and supported by other celebs such as Shruti Hasan, Kajal Agarwal, Mouni Roy and Guru Randhawa.
Robbie Anthoney, founder and CCO, Phantom Ideas, said, “We found a fresh, insightful idea based on the higher fashion quotient that Ajio offers compared to everybody else. People usually look at big sales as opportunities to get great deals. We felt that Ajio, with its curated offering and top-of-the-line brands, could offer people a more compelling reason to shop – and that reason, quite simply, is better fashion. Which is precisely why we also got five of the most fashionable celebrities on board – Sonam Kapoor, Shruti Hassan, Kajal Agarwal, Mouni Roy and Guru Randhawa. And by the looks of it, they did seem to have as much fun doing this campaign as we had in creating it.”
The campaign has been live from 23 June and will air till 5 July, across TV, print, radio, digital and social media.
CEO told Campaign's sister title, PRWeek, that some of the comments being made about his decision to require all employees to work in the office at least four days a week do not reflect the views of many staff.
The temporary rebranding to ‘PVMA’ signals its entry into badminton, backed by a collaboration with PV Sindhu—a strategic activation that highlights the sport’s rising importance in Indian sports marketing.