AJIO, the fashion and lifestyle platform, has unveiled its new festive campaign, ‘This Is How We Festival,’ celebrating individuality, diversity, and unapologetic self-expression through fashion.
Rooted in AJIO’s brand philosophy of ‘Identity Without Apology,’ the campaign breaks away from conventional festive stereotypes and highlights how Indians are remixing and reinventing their style for today’s celebrations.
The film stars AJIO brand ambassadors Varun Dhawan and Shraddha Kapoor, taking viewers on a colorful journey through India’s most iconic festivals, including Durga Pujo, Dussehra, Navratri, and Diwali. They are joined by legendary and contemporary personalities such as Zeenat Aman, Uorfi Javed, Abir Chatterjee, Malavika Mohanan, and everyday Indians representing diverse communities. Together, they showcase fashion as a personal statement – from pairing sneakers with a dhoti to draping a nine-yard saree with a blazer or even matching outfits with a pet for Garba night.
An AJIO spokesperson said, “Festive fashion has long been boxed into conformity, but today’s India loves to experiment. We believe festivals are as unique as the people who celebrate them, and AJIO is where every Indian can find fashion that mirrors their identity, mood, and moment-without apology.”
Hemant Shringy, CCO & Managing Partner, Wondrlab, added, “This campaign is as diverse and individualistic as India’s celebrations. It reflects AJIO’s eclectic collection, making it the perfect destination for festive fashion.”
The campaign, live across digital and social platforms, is supported by influencer collaborations, outdoor promotions, and experiential activations to own the festive fashion conversation this season.
