Ajio × MAMI Mumbai Film Festival, 2023

Festive · 19 Jun 2026

A Father's Day campaign narrated by Jaaved Jaaferi that moves through relatable Indian father archetypes, from the disciplinarian to the bargain hunter, encouraging shoppers to pick gifts that match their own father's personality.

Agency: 22feet. Talent: Jaaved Jaaferi.

Festive · 6 May 2026

A Mother's Day campaign that uses the familiar Indian household image of a mother's chappal (slipper) with humour to call out low-effort gifting and nudge shoppers toward more thoughtful gifts for their mothers.

Digital/social · 1 Apr 2026

An in-app feature letting users trade an ex-partner's clothes for store credit through a tongue-in-cheek 'Emotional Damage Assessment' questionnaire, promoted as a playful campaign on Ajio's Instagram.

Integrated campaign · 6 Mar 2026

A three-ad series marking Ajio's 10th anniversary sale, in which Shraddha Kapoor plays a mysterious shopper whose neighbours, played by Sahher Bambba and Rohan Gurbaxani, keep discovering she buys the same exclusive brands as them on Ajio.

Talent: Shraddha Kapoor, Sahher Bambba, Rohan Gurbaxani.

Digital/social · 7 Feb 2026

Ajio's first branded micro-drama under its new AJIO Originals content slate: a six-episode, Instagram-first series about three flatmates, released as 180-second episodic drops timed to Valentine's week and directed by filmmaker Afroz Khan of Orange Elephant.

Talent: Anya Singh, Rohan Gurbaxani, Helly Thakkar.

Festive · 7 Nov 2025

Avantra's first-ever brand campaign, fronted by Rukmini Vasanth, portraying the saree as a canvas for individuality rather than pure tradition; launched in the festive season alongside the release of Kantara: Chapter 1 to ride the cultural moment.

Talent: Rukmini Vasanth.

Festive · Sep 2025

A festive-season film built on Ajio's 'Identity Without Apology' platform, moving through Durga Pujo, Dussehra, Navratri and Diwali celebrations with Varun Dhawan and Zeenat Aman to champion individuality and touch on themes of ageism and LGBTQ+ representation.

Agency: Wondrlab. Talent: Varun Dhawan, Zeenat Aman.

Licensing · Series · 24 Apr 2024

AJIO and Netflix launched a limited-edition Heeramandi collection under AJIO's House of Ethnics, taking the colours, silhouettes, fabrics and embellishments of the series' costumes into retail ahead of the 1 May 2024 premiere.