Ajio has unveiled its latest festive campaign, ‘This Is How We Festival’. The campaign puts individuality, diversity, and self-expression at the center of India’s festive celebrations.
Conceptualised by Wondrlab, the film takes audiences on a journey through some of India’s most celebrated festivals, including Durga Pujo, Dussehra, Navratri, and Diwali. It captures the spirit of festivity by weaving together a rich tapestry of communities, traditions, and contemporary expressions.
The campaign features Ajio ambassadors Varun Dhawan and Shraddha Kapoor alongside celebrities such as Zeenat Aman, Uorfi Javed, Abir Chatterjee, and Malavika Mohanan. Together, they celebrate individuality while addressing themes of ageism, trolling, compassion, inclusivity, and LGBTQ+ representation.
Commenting on the campaign, Hemant Shringy, CCO and Managing Partner, Wondrlab, said, “This is how we festival’ is the perfect coming together of a brand’s point of differentiation and the brand’s point of view. It celebrates identity without apology. It’s a thought that rings so true with the Indian festive season. The film is as diverse, as maximalist and individualistic as our celebrations. We all bring a little bit (or a lot) of our personality to every occasion. And Ajio with its elaborate and eclectic collection is the perfect destination for our festive season!”
Arpan Biswas, CMO, Ajio, added, “At AJIO, fashion has never been just about clothes, it’s about identity, expression, and the freedom to be yourself. With ‘This Is How We Festival’, we wanted to capture the incredible diversity of how India celebrates and how personal style plays such a central role in those celebrations. This campaign is our way of saying: celebrate without hesitation, express without apology.”
The film is now live across Ajio’s digital and social platforms and is being amplified through a wide range of influencer collaborations.
