AJIO has stepped into the micro-drama space with the launch of SUIT YOURSELF, an Instagram-first original series that signals a shift towards long-form, character-led storytelling. The series is the first release under the brand’s newly introduced branded content slate, AJIO ORIGINALS, aimed at building distinctive brand IPs through narrative-driven formats.

Link: https://www.instagram.com/p/DUVlwo_kg9G/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

Designed specifically for social consumption, SUIT YOURSELF is a six-episode micro-drama with 180-second episodic drops. The series extends the universe of AJIO’s recent advertising campaign and follows three friends and flat-mates-Anya, Rohan, and Rhea-as their shared living arrangement evolves into emotional conflict, blurred boundaries, and personal reckonings. What begins as light-hearted banter soon deepens into heightened drama, mirroring the complexities of modern urban relationships.

The series stars Anya Singh, Rohan Gurbaxani, and Helly Thakkar. Moving beyond the limitations of a traditional brand film, the characters exist within an independent narrative, with AJIO’s fashion offerings woven organically into the storyline rather than positioned as overt product placements.

Each episode ends on a cliffhanger, encouraging sustained engagement across the season. The micro-drama rolled out exclusively on AJIO’s Instagram handle and app, with daily episodes beginning February 7 to coincide with Valentine’s week. The final two episodes will premiere first on the AJIO app before releasing on Instagram.

Speaking on the initiative, an AJIO spokesperson said the format reflects how audiences today connect more deeply with stories than with interruption-based advertising. Filmmaker Afroz Khan of Orange Elephant added that the series was built around relatable situations and authentic characters, aligning with how consumers increasingly discover fashion through culture-led storytelling.