This Valentine's Day, Ajio, an online fashion platform, introduced the #VdayNahiMeDay campaign, urging individuals to celebrate themselves, whether single or navigating a 'situationship.'
The campaign, conceptualised by Youngun, features the ‘drip treatment,’ created by Dr. Drip, a fictional persona created for this narrative.
Dr. Drip invents the 'drip treatment' to tackle love problems. As per the statistics, 2 in 10 lack affection, 23 million youth haven't received any Valentine's gifts. Those in 'situationships' seek attention.
Dr Drip's Lab presents vibrant colours and trendy styles, transforming Valentine's Day into a celebration of self. With a nod to contemporary culture, the campaign merges in category-specific lines, encouraging individuals to prioritise 'fit checks' over 'DM checks' and 'fashion deals' over 'sad feels.'
Saksham Jadon, CEO, and Founder, Youngun, said, "Me-Day is not just a campaign; it's a movement to redefine Valentine's Day. It's about embracing oneself, prioritising self-love, and indulging in retail therapy. Ajio's commitment to empowering individuals aligns seamlessly with our vision to break stereotypes and celebrate uniqueness."
Simmi, Brand Strategy, Youngun, said, "We’ve always seen people cribbing about being single and crying on Valentine’s Day. They're not at fault because we only made this day about romantic love, leaving singles feeling left out and other people focusing all their energy on their partners rather than themselves. Remember the saying "kisi aur ko bhi tabhi pyaar kar sakte hain jab khud se pyaar karte hain"? So, what better way to indulge in self care than some retail therapy? To establish this sentiment, we came up with an ad idea showing a humorous lab setup where singles, portrayed as patients, are receiving the cure for their blues – a drip of self love through retail therapy!"