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Ajio’s campaign film raises a toast to cricket fever

A cocktail of fashion and cricket, the campaign conceptualised by Phantom Ideas highlights Ajio’s wide range of brand offering

Ajio, the fashion e-commerce platform from Reliance, has launched a film for the IPL season highlighting its wide range of brand offering, which extends from premium brands such as Superdry, Armani Exchange, Dune London, Steve Madden to global brands such as Adidas, Nike, Levis, Puma and many more.

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The 45-second TVC is being aired on mainline media channels (both IPL and non-IPL channels) and on digital platforms such as YouTube, Facebook and Hotstar. The campaign is being aired during this season's IPL with three 15-second down-edits as well.

The film is one epic game of cricket unfolding in the stark backdrop of a massive airstrip, played by some international models.

The film is set to a feet thumping track, and raises a visually stunning toast to cricket. All to drive home the point that ‘The world’s best fashion brands play here’.

A quirky cocktail of fashion and cricket, the campaign underlines Ajio’s position as a powerhouse of brands with over 600,000+ styles from 2000+brands.

The campaign and film is conceptualised by Phantom Ideas, the Bangalore-based creative hotshop known for its work for fashion brands such as Ajio, Benetton, Forever21, Reliance Trends, John Players among many others, and directed by fashion filmmaker Razy.

Robbie Anthoney, Founder and Chief Creative Officer, Phantom, added, “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—Ajio is synonymous with.”


Agency: Phantom Ideas

Founder & 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


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