AJIO has rolled out a new Father’s Day campaign, Father Figures, featuring actor and entertainer Jaaved Jaaferi. The campaign celebrates the quirks, habits and personalities that make fathers memorable, while encouraging consumers to explore the platform’s Father’s Day gifting collection.
Conceptualised by 22feet, the campaign film takes a light-hearted look at a range of familiar father archetypes. Narrated by Jaaved Jaaferi, it showcases characters such as the disciplinarian, the protector, the bargain hunter, the storyteller and the self-appointed family expert, drawing on everyday moments and behaviours that resonate across generations.
Built around the insight that every father has a distinct personality, the campaign aims to make Father’s Day gifting more personal by helping shoppers find products that reflect their fathers’ individual traits and preferences.
Speaking on the campaign, an AJIO spokesperson said, “At AJIO, we believe fashion is most meaningful when it reflects individuality. Father's Day is an opportunity to celebrate the people who have shaped us through their love, guidance and unique quirks. With ‘Father Figures’, we wanted to create something that feels instantly familiar and relatable, while helping customers find gifts that truly reflect their fathers’ personalities. The campaign combines storytelling, humour and culture in a way that we hope resonates with families across the country.”
Commenting on the creative thought behind the campaign, Shyam Nair, Executive Creative Director, 22feet, said, “Father Figures came from a simple observation: we remember our dads through their habits, quirks and idiosyncrasies. Those little things that make them ‘Father Figures’. Literally and otherwise. With Jaaved Jaaferi’s irrepressible charm and wit, we wanted to create a film that feels instantly familiar. If it makes people smile and think, ‘Hey, that’s my dad!’ we’ve done our job.”
The campaign is being amplified across AJIO’s digital and social media channels, with a focus on driving engagement around Father’s Day and encouraging shoppers to discover gifts tailored to different father personalities.
