AJIO, India’s premier fashion and lifestyle platform, has selected 22feet as its Digital Agency of Record after a competitive multi-agency pitch. The mandate hands 22feet the reins on AJIO’s digital and social media strategy-spanning content creation, campaigns, and community engagement.

Platform-First Powerhouse: 22feet will deploy social-first storytelling and always-on engagement to amplify AJIO across consumer touchpoints. The goal? Transform social from mere broadcast to cultural intersection where fashion meets identity and conversation.

Culture-Meets-Commerce: This partnership fuses 22feet’s integrated creativity with deep digital culture insights, cementing AJIO’s dominance in India’s style wars.

Executive Insights:

Arpan Biswas, AJIO’s Chief Marketing Officer, shared: “Social today is no longer just a communication channel, it’s where fashion, culture, and consumer conversations intersect. As AJIO continues to scale, we wanted a partner that could help us build a sharper, more distinctive voice across platforms while staying deeply connected to evolving culture and audience behaviour. 22feet stood out for their strategic thinking, creative agility, and understanding of digital-first storytelling. Together, we’re looking to create insight-led, culture-first campaigns that spark conversations, travel organically across platforms, and resonate with diverse audiences at scale.”

Shikha Davessar, 22feet Managing Partner, added: “Indian fashion is at an inflection point where consumers are no longer just shopping for clothes, they’re shopping for identity and self-expression. AJIO is built for exactly that shift. It’s a brand that allows us to connect with diverse audiences while unlocking a wide spectrum of creative possibilities.”

Strategic Timing: As Gen Z redefines style as self-expression, this union positions AJIO to lead with viral campaigns that don’t just sell outfits-they shape wardrobes and worldviews.