Ajio Brings Shraddha Kapoor and Varun Dhawan Together for Big Bold Sale Campaign

Less than 10 days after Shraddha Kapoor sat down to interview Varun Dhawan about becoming the newest brand ambassador for Ajio, the two have already joined forces for the Reliance-owned clothing e-commerce platform. The dynamic duo’s collaboration is off to an exciting start, with a series of quirky advertisements that highlight Ajio’s Big Bold Sale.

The ad campaign places Kapoor and Dhawan in humorous and unconventional scenarios on a film set, directed by none other than David Dhawan—Varun’s father and a celebrated filmmaker. In one commercial, Shraddha and Varun are seen dancing to a vibrant number while trying to persuade David Dhawan to shift the shoot location to Paris. Their reason? A desire to indulge in shopping sprees.

In another ad, the actors appear impeccably dressed at a funeral scene, a scenario that leaves David Dhawan both surprised and bewildered. The underlying theme in both instances is Ajio’s Big Bold Sale, which boasts massive discounts of 50% to 90% across over 20 lakh styles and 6,000+ premium brands.

For Shraddha Kapoor, this campaign is familiar territory. She has been the face of Ajio since 2022 and has seamlessly integrated her fashionable persona into the brand’s image. Her association has made Ajio a go-to destination for millions of Indian shoppers seeking trendsetting outfits at unbeatable prices.

Varun Dhawan, on the other hand, brings a fresh perspective to Ajio. Known for his charismatic screen presence and relatable persona, Varun’s addition to the brand’s campaigns aims to attract a broader demographic, including young men who are increasingly leaning toward online fashion.

This collaboration comes at an opportune time for both stars, with Shraddha Kapoor fresh off the success of Stree 2, a hit horror-comedy that saw her reprising her role from the 2018 blockbuster Stree. The movie also featured a cameo by Varun Dhawan as his character from Bhediya, further expanding Maddock Productions’ horror-comedy cinematic universe.

However, Ajio’s Big Bold Sale is not without competition. Rival brands are ramping up their marketing efforts to attract shoppers during this high-stakes festive season. Myntra, a major competitor in the fashion e-commerce space, has launched its ‘End of Reason Sale’ with Bollywood heavyweights Shah Rukh Khan, Kiara Advani, and Karan Johar leading the promotional campaigns.

Meanwhile, Flipkart, another e-commerce giant, is running its version of the End of Reason Sale, primarily targeting Gen Z shoppers with trend-forward styles and youth-oriented branding. The competition is intense, with all players vying for the attention of India’s burgeoning online shopping audience.

Despite this, Ajio has managed to carve out a unique space for itself by blending high fashion with humor and relatability. The playful chemistry between Shraddha Kapoor and Varun Dhawan, coupled with the legendary David Dhawan’s presence in the ads, ensures the campaign resonates with a wide range of viewers.

The Big Bold Sale is not just about discounts; it’s a statement about how Ajio continues to push boundaries in the fashion e-commerce space. With a mix of star power, innovative advertising, and unbeatable deals, Ajio is set to make a bold impact this season, attracting both loyal customers and first-time shoppers.

As the festive shopping frenzy intensifies, it will be intriguing to see how Ajio’s campaigns stack up against the efforts of Myntra, Flipkart, and other competitors. For now, the brand has successfully captured the spotlight, offering customers not just clothing but an experience that celebrates fashion and individuality.

Author: Sonali kamble