Ajio, the online fashion platform, has partnered with the martech network Wondrlab to launch its new festive campaign, ‘This Is How We Festival’, unveiled this week and featuring Varun Dhawan, Shraddha Kapoor, and other cultural icons as part of a celebration of individuality and diversity during India’s key festivals.
Launched in the lead-up to the festive season, the campaign film highlights major Indian festivals such as Durga Pujo, Dussehra, Navratri, and Diwali. Central to the film is Ajio’s ‘Identity Without Apology’ philosophy, with the campaign placing individuality, diversity, and self-expression at the forefront of India’s festive celebrations.
The film brings together Ajio ambassadors Varun Dhawan and Shraddha Kapoor alongside icons including Zeenat Aman, Uorfi Javed, Abir Chatterjee, and Malavika Mohanan. Together, they convey Ajio’s festive narrative, spotlighting themes like ageism, trolling, compassion, inclusivity, and LGBTQ+ representation.
The campaign is running on Ajio’s digital and social platforms and is being supported by a broad range of influencer collaborations. According to the brands, ‘This Is How We Festival’ aims to spark a wider cultural discussion around festive fashion as a mode of identity and self-expression during the Indian festive season.
Hemant Shringy, CCO & Managing Partner, Wondrlab, said: “This is how we festival’ is the perfect coming together of a brand’s point of differentiation and the brand’s point of view. It celebrates identity without apology. It’s a thought that rings so true with the Indian festive season. The film is as diverse, as maximalist, as individualistic as our celebrations. We all bring a little bit (or a lot) of our personality to every occasion. And Ajio with its elaborate and eclectic collection is the perfect destination for our festive season!”
Arpan Biswas, CMO, Ajio, added: “At AJIO, fashion has never been just about clothes, it’s about identity, expression, and the freedom to be yourself. With ‘This Is How We Festival’, we wanted to capture the incredible diversity of how India celebrates and how personal style plays such a central role in those celebrations. This campaign is our way of saying: celebrate without hesitation, express without apology.”
Ajio and Wondrlab intend for the campaign to help redefine festive fashion as a celebration of identity and belonging, encouraging bold expression during the festive period.
