AJIO, India’s leading fashion e-tailer, has made history with its latest campaign, ‘The Great Fashion Price Crash,’ created entirely using Generative AI. The campaign, designed to support the much-anticipated AJIO All Stars Sale, includes two AI-generated films—a teaser to build excitement and the main film announcing the sale.
Drawing inspiration from global stock market crashes, the campaign creatively depicts fashion prices plummeting, mirroring consumers' desire for value-driven shopping. With discounts ranging from 50-90% on top international brands, the sale aims to make aspirational fashion more accessible than ever.
The AI-powered campaign was executed through an intensive creative process, generating over 2,000 images that were transformed into 200+ video clips, culminating in a 22-scene film. AI tools were also used to generate music and voiceovers, including KUKI, ElevenLabs, and Runway ML. The entire production cycle—from scripting to post-production—was completed in just four days, showcasing AI's immense potential in modern advertising.
Arpan Biswas, CMO of AJIO, expressed enthusiasm about the pioneering campaign, "At AJIO, we constantly look for ways to innovate, both in the way we connect with our audiences and how we execute our storytelling. Leveraging Gen AI for this campaign has allowed us to create high-quality content with exceptional production value while staying true to the consumer sentiment that drives our sales. ‘The Great Fashion Price Crash’ is a bold reflection of the times we live in, and we are thrilled to offer unmatched deals to our customers while setting a new benchmark in advertising.”
The campaign film portrays a stylised, AI-generated financial market collapse, but instead of stocks, fashion prices are crashing, making premium fashion more attainable with every price drop.
Rohit Reddy, Founder & CEO of EiPi Media, the agency behind the campaign, highlighted the speed and efficiency of AI in its creation, "This project has been an exciting challenge. AI has given us the flexibility to create a visually compelling, high-production-value campaign at an unprecedented speed. The ability to iterate, refine, and execute at scale has been remarkable. While the entire campaign was AI-generated, our expertise in filmmaking played a crucial role in screenplay, direction, and cinematography, prompting a polished final output. We’re proud to be part of AJIO’s journey in pioneering AI-driven advertising."
The campaign utilised advanced AI tools such as ChatGPT, Perplexity, Midjourney, KUKI, ElevenLabs, Hailou AI, Runway ML, Kling, and Pika Labs, each contributing to scripting, image generation, animation, voice synthesis, and post-production.
With over 6,000 brands and 2.2 million curated styles across apparel, accessories, footwear, and beauty, the AJIO All Stars Sale promises to be its biggest yet. Shoppers can expect exclusive limited-period deals and an extra 10% off on select bank credit and debit cards.
With ‘The Great Fashion Price Crash’ setting the stage, AJIO reaffirms its leadership in digital storytelling, demonstrating how AI is redefining creativity in the fashion industry.
