AJIO, the fashion and lifestyle brand under the Reliance e-commerce platform, recently launched its all-new digital ad film for the IPL season. The new ad film highlights the wide range of premium and global brands like Superdry, Dune London, Steve Madden, Armani Exchange, Adidas, Nike, and many more.
The lifestyle brand AJIO has always celebrated fearlessness and uniqueness by constantly striving to bring a fresh, current, and accessible perspective to personal style through its range of products and services. With an advanced internet infrastructure and robust physical retail business, AJIO has established a differentiated model of e-commerce in India.
The ad film features a quirky cocktail of fashion and cricket, with a feet-thumping beat that raises a stunning visual toast to cricket. The video aims to underline AJIOs position as the powerhouse of brands, that has about 6,00,000+ styles from over 2000 brands. The new digital campaign ad was conceptualized by the Bangalore-based full-service advertising agency, Phantom Ideas, and was directed by the highly acclaimed fashion filmmaker Razy. The creative hot shop is well known for working with Forever21, Benetton, John Players, Reliance Trends, and other major brands.
The 45-second TVC was launched to celebrate the IPL season and to highlight the wide range of brand offerings from premium brands like Armani Exchange, Dune London, Superdry to popular global brands like Adidas, Levis, Nike, and many more. The video campaign would be aired on all mainland media channels include both IPL and non-IPL channels and will also be aired on online digital platforms like Hotstar, Facebook, and YouTube. A 15-second edit of the campaign will also be aired throughout the IPL season.
The founder and chief creative officer of Phantom Ideas commented that “the idea was to have two widely different worlds to collide to dramatic effect –cricket and fashion”. He also added that he sees AJIO as a playground where all the amazing and coolest brands come together to offer a wide range of options to refresh customer’s wardrobes. And with the IPL season, cricket gave the perfect backdrop to scale and style with the idea that AJIO is synonymous with.
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