Ajio has broken new ground in retail marketing with the launch of its first completely AI-generated advertising campaign. Titled “The Great Fashion Price Crash,” the innovative campaign promotes the upcoming Ajio All Stars Sale while showcasing the retailer’s commitment to technology-driven storytelling.
The creative concept draws a clever parallel between stock market crashes and consumer shopping behavior, highlighting Ajio’s significant discounts of 50% to 90% off international brands as a response to value-conscious shopping trends. The promotional film depicts a stylized financial market collapse where falling stocks are replaced with plummeting fashion prices.
What makes this campaign particularly noteworthy is its production process. Ajio developed the entire campaign using over 2,000 AI-generated images, which were transformed into more than 200 video clips to create a 22-scene film. The entire production, including AI-generated music and voiceovers, was completed in just four days using tools such as Kuki, ElevenLabs, Midjourney, and Runway ML.
“At Ajio, we constantly look for ways to innovate, both in the way we connect with our audiences and how we execute our storytelling,” said Arpan Biswas, Ajio’s Chief Marketing Officer. “Leveraging generative AI for this campaign has allowed us to create high-quality content with exceptional production value while staying true to the consumer sentiment that drives our sales.”
The campaign was executed by EiPi Media, whose founder and CEO Rohit Reddy noted: “AI has given us the flexibility to create a visually compelling, high-production-value campaign at an unprecedented speed.”
Ajio’s All Stars Sale will feature over 6,000 brands and 2.2 million fashion styles across apparel, accessories, footwear, and beauty categories on the Reliance Retail-owned platform.
