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Shraddha Kapoor and gang pull off fashion’s greatest heist in Ajio’s latest campaign

The campaign conceptualised by Phantom Ideas depicts Kapoor, Shruthi Hasan, Guru Randhawa, Abir Chatterjee as con artists to raid Ajio’s treasury of international brands during All-Star sale

Click on the image to watch the TVC

In the e-commerce landscape, it's sale season throughout the year. So how do you make a sale stand out? 

Ajio aims to break the clutter by pulling off the fashion’s greatest heist in the latest campaign to promote its All-Star sale.

The brand has brought together four celebrities as cool con artists, from each corner of the country, to raid Ajio’s treasury of international brands.

Each celeb had a hand in the haul. Shraddha Kapoor was cast as the kingpin – or the queenpin --- of the show.  Shruthi Hasan, the expert safecracker who cracked open the codes. Rapper Guru Randhawa, the getaway guy with the wheels. And Bengali superstar Abir Chatterjee, complete the gang, with his bunker of disguises.

The loot includes brands Adidas, Nike, Superdry, Steve Madden, Levis, Mark & Spencer, Armani Exchange, Mavi, Ritu Kumar, W, Masaba, Muji, among others.

Ajio CEO Vineeth Nair added, “We have always been the house of global brands. The All Stars Sale is all about the real stars of the Ajio sky – the big brand names. And that’s why we bring together a galaxy of superstars like Shraddha Kapoor, Shruti Hassan, Guru Randhawa and Abir Chatterjee to ‘raid’ the loot. The idea of the Heist, which was born from a collaborative ideation process seemed like a cool, slick way to stand out from the clutter.”

The heist campaign sparked an online frenzy when Karan Johar dropped a teaser trailer on Instagram which can be seen all over Television, Youtube, Instagram, and other social media. So go ahead, download the app and grab your piece of the loot.

According to Robbie Anthoney, Founder and Chief Creative Officer of the agency - Phantom Ideas, “When you get the best brands at these prices, it’s a steal. We just took that idea and put a quintessentially Ajio spin on it – slick, cool and a bit mad. The language and tone of the film is an ode to the classic crime caper.”

This 360-degree campaign will run across India on TV, OTTs, social, digital, print and radio.

The film:


Agency partner: Phantom Ideas

Founder & CCO: Robbie Anthoney

Creative Director: Raj Dutta, Pradeep Kumar, Neville Mathews

Planning Head: Ravichandran Ramanujan

Digital Head: Angad Dutta

Account Management: Gautam Kathpalia, Sajan Jerome, Rebecca Ravindranath

Director: Raezy Ghai

Production House: Dharma 2.0

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