Campaign India Team
Jul 02, 2021

Ajio’s Big Bold Sale gives customers a ‘fashionable reason to shop’

Watch the multi-film campaign conceptualised by Phantom Ideas here

Reliance’s fashion e-commerce player, Ajio, has launched a high-decibel media campaign for its flagship sale property – the Ajio Big Bold Sale. This campaign includes five 20-second pre-buzz films, followed by five more 20-second reveal films and five 30-second announcer films.  
Ajio aims to give the concept of a ‘sale’ itself a makeover, via the multitude of films. The campaign, conceptualised by Phantom Ideas, aims to remind shoppers not to lose their ‘reason’ (a dig at Myntra’s upcoming ‘End of Reason’ Sale). It urges them to wait for Ajio’s ‘better’ and ‘hotter’ sale.

The campaign brings together a host of celebrities from Bollywood, Kollywood, Tollywood and other regional languages. The films are fronted by fashion icon Sonam Kapoor, and supported by other celebs such as Shruti Hasan, Kajal Agarwal, Mouni Roy and Guru Randhawa.  
Robbie Anthoney, founder and CCO, Phantom Ideas, said, “We found a fresh, insightful idea based on the higher fashion quotient that Ajio offers compared to everybody else. People usually look at big sales as opportunities to get great deals. We felt that Ajio, with its curated offering and top-of-the-line brands, could offer people a more compelling reason to shop – and that reason, quite simply, is better fashion. Which is precisely why we also got five of the most fashionable celebrities on board – Sonam Kapoor, Shruti Hassan, Kajal Agarwal, Mouni Roy and Guru Randhawa. And by the looks of it, they did seem to have as much fun doing this campaign as we had in creating it.”
The campaign has been live from 23 June and will air till 5 July, across TV, print, radio, digital and social media.
Agency: Phantom Ideas
Founder and CCO: Robbie Anthoney
Creative director: Raj Dutta, Pradeep Kumar
Strategic planning: Ravichandran Ramanujan
Digital head: Jayant Mishra  
Film producer: Yusuf Padghawala
Group account head: Gautam Kathpalia
Account manager: Sajan Jerome
Production house: Fusion Films
Executive producer: Allan D’souza, Geeta Laxman
Marketing producer: Melvin Sylvester
Director: Rachit Mehta 
Campaign India