Aurelia has launched “Styled by Ananya”, a festive campaign featuring brand ambassador Ananya Panday that pairs her styling recommendations with an AI-enabled Virtual Try-On experience on WhatsApp. The campaign film shows Panday stepping in to help an Aurelia shopper decide what to wear for a festive occasion.
Consumers can explore festive looks, receive styling recommendations and virtually see selected outfits on their own avatar. The experience is available on WhatsApp and Aurelia’s website, and shoppers can either buy online or visit a nearby store once they have picked a look. The collection features kurta sets, co-ords and drapes for occasions ranging from pujas and family gatherings to festive evenings.
Panday said festive dressing is one of her favourite parts of the season, but choosing an outfit is not always easy. She often shares pictures with her mother or sister to get a second opinion, and wanted to bring that collaborative feel into the experience. Shoppers simply scan a QR code, and she becomes their personal festive stylist.
Sooraj Bhat, CEO of Premium Ethnic Brands at ABFRL, said festive shopping has traditionally meant discovering collections and then working out what suits you. By bringing styling and Virtual Try-On to a platform consumers already use daily, the brand hopes to make the journey more personal and intuitive. The campaign is live across Aurelia’s digital and social platforms and is also being promoted in stores and other consumer touchpoints.
