Fashion e-commerce brand, Ajio, has launched a film for the IPL season. Conceptualised by Phantom Ideas, the 45-second TVC is an ode to cricket.
The film is set to a foot-thumping track, with the message ‘The world’s best fashion brands play here’. Featuring models, it showcases a game of cricket unfolding on the backdrop of an airstrip.
Robbie Anthoney, founder and chief creative officer, Phantom Ideas says, “The idea was to have two wildly different worlds collide to dramatic effect - cricket and fashion. We see Ajio as a playground where some of the coolest brands in fashion can come together in fresh, unexpected ways. Cricket was just the right backdrop to give this idea the kind of scale and style that Ajio is synonymous with.”
The campaign will be aired on mainline media channels and on digital platforms like YouTube, Facebook and Hotstar.
Agency: Phantom Ideas
Founder and CCO: Robert Anthoney
Creative director: Raj Dutta, Pradeep Kumar
VP strategic planning: Ravichandran Ramanujan
Digital head: Jayant Mishra
Account management: Gautam Kathpalia, Sajan Jerome
Film producer: Yusuf Padghawala
Production house: Fusion Films
Executive producer: Allan D’souza, Geeta Laxman
Marketing producer: Melvin Sylvester
Director: Razneesh ‘Razy’ Ghai