Reliance's Ajio pitches 'handpicked fashion', says 'DoubtIsOut'

Ajio, a fashion brand that is part of Reliance Jio Digital Life, has rolled out a campaign  conceptualised by Phantom Ideas.

 

The film opens with a man trying out several bow ties. As he's confused about which one to wear, the voice over says 'Doubt, you don't want her around'. The shot switches to a woman walking by a street. As she looks to ring the bell to enter a house, she hesitates and decides against it. The voice over suggests that this is another form of doubt, pushing things to tomorrow. As two people who look confident in their attire are shown, the voice over says 'there's no tomorrow, just today', before saying 'no today, just now'. It goes on to say that the cautious will survive but the courageous will live. The film ends with a message '#DoubtIsOut' and introduces Ajio.com. 

The film was first published on YouTube on 3 November 2016 before being rolled out on television.