AJIO has announced Ahaan Panday as its new brand ambassador, with the association marking a new phase in the fashion and lifestyle platform’s youth-focused brand communication.
Panday’s association with AJIO begins with the brand’s 2026 festive campaign, ‘Festival Is Festivalling’, conceptualised and written by The Script Room. The campaign brings together the diversity of India’s festive celebrations through a contemporary fashion lens, with Panday fronting the campaign.
Ahaan Panday said: “AJIO has always been a brand that makes fashion feel exciting, effortless and personal. I love the idea of being able to express yourself through what you wear, and I’m really excited to be part of a brand that celebrates that spirit. I’m looking forward to this journey with AJIO and to kicking things off with the festive season.”
The campaign looks at the festive season as a continuous period of celebrations rather than a single event. Across cultures and geographies, India moves from Ganpati to Navratri, Pujo, Dussehra and Diwali, bringing together different traditions and occasions. Fashion and dressing up form part of this festive calendar, which the campaign captures through the line, ‘Festival Is Festivalling’.
Panday’s appointment comes as AJIO expands its fashion offering across brands, categories and collections, alongside a more connected shopping experience. The platform has also been expanding initiatives such as AJIO RUSH, serviceability and returns across India.
An AJIO spokesperson said, “Ahaan Panday represents a new generation of Indian consumers who are expressive, fashion-forward and constantly evolving. His distinctive style and cultural relevance make him a natural fit for AJIO, and we’re excited to have him join us as the face of the brand.”
Ayyapan Raj, Founder, The Script Room, said: “With Ahaan on board, AJIO moves into the next stage of the brand journey, and we’re very happy to be a part of it. With the lovely campaign that’s coming out, Festival will soon be Festivalling!”
The association will also feature across the AJIO All Stars Sale, beginning October 7, with sale prices already live on the platform.
