Ajio has rolled out its latest festive campaign, ‘This Is How We Festival’, featuring brand ambassadors Varun Dhawan and Shraddha Kapoor alongside a cluster of actors and influencers including Zeenat Aman, Abir Chatterjee, Malavika Mohanan, and Uorfi Javed, among others.

Rooted in Ajio’s philosophy of ‘Identity Without Apology’, the campaign places individuality, diversity, and self-expression at the center of India’s festive celebrations.

The film showcases some of India’s most celebrated festivals - Durga Pujo, Dussehra, Navratri, and Diwali, capturing the festive spirit by weaving together a rich tapestry of traditions fused with contemporary expressions.

Through the lens of its brand ambassadors, Kapoor and Dhawan, the film celebrates the individuality of each actor-influencer while addressing themes such as ageism, trolling, compassion, inclusivity, and LGBTQ+ representation. The campaign seeks to reframe festive fashion as a celebration of identity, expression, and belonging.

What we think about it: By positioning fashion as a vehicle of individuality during India’s festive season, the campaign leans into a strong and relevant cultural narrative. However, there’s a risk of the execution feeling slightly over-engineered with an attempt to check too many boxes at once. The messaging, while well-intentioned, occasionally slips into familiar tropes of diversity and inclusivity that risk appearing a tad forced or clichéd

Hemant Shringy, CCO and managing partner, Wondrlab, said, "This is how we festival’ is the perfect coming together of a brand’s point of differentiation and the brand’s point of view. It celebrates identity without apology. It’s a thought that rings so true with the Indian festive season. The film is as diverse, as maximalist, as individualistic as our celebrations. We all bring a little bit (or a lot) of our personality to every occasion. And Ajio with its elaborate and eclectic collection is the perfect destination for our festive season!”

Arpan Biswas, CMO, Ajio, added: “At Ajio, fashion has never been just about clothes—it’s about identity, expression, and the freedom to be yourself. With ‘This Is How We Festival’, we wanted to capture the incredible diversity of how India celebrates and how personal style plays such a central role in those celebrations. This campaign is our way of saying: celebrate without hesitation, express without apology.”

The film is now live across Ajio’s digital and social platforms.