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Ajio is all about boldness, courage and confidence

The fashion brand from Reliance Jio Digital Life has launched a campaign titled ‘Doubt is out’ to go with the brand’s philosophy. It is conceptualised by Phantom Ideas and directed by fashion photographer, Tejal Patni

BestMediaInfo Bureau | Mumbai | December 5, 2016

Ajio Click on the Image to watch the TVC.

Launched in April 2016, the fashion brand from Reliance Jio Digital Life, ‘Ajio’, believes confidence is king (or queen, for that matter). The brand philosophy has been locked down in three words -- doubt is out. And that’s what its new campaign is titled.

The brand has a clear positioning: Fashion that is bang-on-trend, and hand-picked by a team of stylists, buyers and designers. Anchored to this very positioning, the new campaign has been conceptualised by Phantom Ideas and directed by fashion photographer, Tejal Patni.

It has now become a trend for the fashion brands to make you believe in your attitude by being confident and bold. Be it Jabong’s #YouAreTheFestival ad which boasted of bold fashion and distinctive attitude or Myntra’s #GTFO for Roadster featuring Ranveer Singh, which showcased a bold mind set.

The film was shot in London and uses a slick visual tapestry of fashion imagery to tell the story.

The TVC opens on a screen where a gentleman is seen settling his bowtie and the voice over goes, ‘Doubt. You don’t want her around.’ The film moves on to a different set where individuals showcase their respective fashion affinities and their attitudes. The courage and confidence is very clearly depicted in the 40-second film.

The voiceover narrative has some interesting one-liners: ‘The cautious will survive, but the courageous will live’, ‘Don’t analyse, theorise, or rationalise’, ‘Go, go with your gut.’ The objective, very clearly, is to inspire a younger audience to reflect the attitude that defines their generation -- go after everything they want in life, without any backward glance in a very confident manner. There is no room for doubt in the mind. Or, for that matter, in the TVC, which aspires to help people eliminate doubt from their minds, hearts, lives and, of course, their wardrobes.

Robert Anthoney, Founder and Chief Creative Officer, Phantom Ideas, said, “Doubt is something that’s embedded deep in human DNA. Our attempt in the TVC was to raise it to the surface, where we can recognise doubt for what it is, and then let it go. Easier said than done, of course, but that was the whole point of the film – to inspire people to act with confidence. This is a spot with words, which are as important as the images.”

Keeping in mind the digital natives, Ajio went with a digital first strategy -- breaking the film on first followed by a 30-second edit on YouTube to create intrigue around the brand. The YouTube campaign has already clocked more than 600,000 views on the Ajio Life YouTube channel. Now with the launch of the 20-second edit on TV, Ajio will serve the attention span of the digitally wired with a campaign consisting of only six seconders on YouTube. Ajio will also leverage the creative by using it interestingly in its Facebook advertising to increase thumb-stopping.

Ajio officials said, “Our goal is to build a world-class global fashion brand in a digitally connected world. Everything we do at Ajio is anchored into our positioning: Fashion that is bang-on trend, hand-picked by our team of stylists, buyers and designers and available at every day good prices. This includes our private label ‘Ajio Own’, exclusive international brands that you can find only on ‘Indie’ is about authentic handcrafted fashion; ‘Smart Labs’ serves specific apparel needs smartly and ‘Capsule Collections’ are handpicked wardrobe solutions that help our consumers to put together the perfect look for any mood or occasion. We serve the consumer to help them express their most confident selves no matter where they are and what they are doing. And we express this attitude as ‘Doubt is out’. We are very excited with the reception that our consumers have given our manifesto style TV spot on our site and hope to welcome many new consumers into our fold once we expand our reach with the TV and YouTube platforms.”

The TVC:


Credit list:

Client: Reliance Retail

Brand: Ajio

Agency: Phantom Ideas

Director: Tejal Patni

Production House: Snowball Studios

Copywriter: Sunder Sankaran, Karthika Kothandaraman

Art Director: Pradeep Kumar, Sanoj Gopinath

Creative Director: Robert Anthoney

Account Management: Gautam Kathpalia

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