AJIO, the leading fashion and lifestyle brand, has made a bold statement in its latest campaign by bringing Bollywood superstar Varun Dhawan on board as its new brand ambassador. True to its reputation for delivering innovative campaigns, AJIO’s approach to introducing Dhawan is as cutting-edge as it gets.
In a move that breaks traditional norms of brand endorsements, AJIO turned to LinkedIn—a platform typically associated with professionalism and corporate connections—to launch Varun Dhawan. The actor made waves across social media and media outlets when he posted his very first LinkedIn profile, crafted with a professional touch. The profile highlighted his career achievements and upcoming projects, instantly sparking excitement.
This unexpected move was followed by a tweet from Varun announcing his LinkedIn debut, a playful and engaging gesture that fuelled conversations online, leaving fans and industry professionals intrigued by the unconventional approach.
The buzz continued with an exclusive candid interview featuring Shraddha Kapoor, AJIO's existing ambassador and one of Bollywood’s most popular actresses. In the lively exchange, Varun and Shraddha discussed everything from fashion to career milestones, with Varun teasingly asking his LinkedIn followers whether he had what it takes to be AJIO’s newest brand ambassador.
The campaign reached its peak with the release of AJIO’s Black Friday sale ad film, featuring both Varun Dhawan and Shraddha Kapoor. The high-energy ad showcased their fantastic chemistry and highlighted the brand’s stylish offerings, making it a must-see for fashion lovers and shoppers alike.
Campaign Strategy: Reinventing Digital Storytelling
What truly sets AJIO’s campaign apart is its use of LinkedIn, a platform not traditionally associated with influencer marketing or fashion endorsements, to introduce a Bollywood star. By choosing LinkedIn, AJIO has broken away from the conventional mould of celebrity endorsements, reaching a professional, career-oriented audience while also engaging younger, tech-savvy consumers on platforms like Twitter and Instagram.
Speaking about the campaign, an AJIO spokesperson shared, “This campaign reflects how we at AJIO are constantly evolving to meet the changing preferences of our audience. Varun Dhawan’s presence, combined with Shraddha Kapoor’s star power, has created an unforgettable narrative that captures both the fun and professional sides of our brand. We’re thrilled with the overwhelming response and are excited for the journey ahead with Varun on board.”
AJIO’s Impact and Future Vision
With its innovative approach to marketing and its focus on blending fashion with digital innovation, AJIO continues to lead the way in redefining how brands connect with consumers in meaningful ways. The Black Friday sale ad featuring Varun and Shraddha is just the start of what promises to be an exciting new chapter for the brand.
AJIO's Black Friday Sale, featuring exclusive discounts, fashion-forward pieces, and unbeatable deals, is now live across the AJIO platform. Customers can shop for the latest trends in fashion, footwear, and accessories—perfect for the festive season!
