Fashion up, India: AJIO lights up the festive season with the Big Bold Sale

With the festive season round the corner, it’s time to usher in India’ hottest fashion sale –The AJIO Big Bold Sale.

This time, the campaign is a clarion call to push the nation’s style quotient for the festive season. The campaign features a superhot line-up of superstars such as Sonam Kapoor, Sidharth Malhotra, Shruti Haasan, Kajal Aggarwal, Guru Randhawa, Mouni Roy and Pratik Gandhi.

The TVCs include a 15-sec pre-buzz film and a 15-sec announcer film. It will be aired on mainline TV channels, print and digital media like YouTube and Facebook. The campaign will be live from Sep 22- Oct 4.

The festive season has always been associated with dressing up in style. But as the stylist to the nation, AJIO decide to remind us to push the fashion quotient by a few notches.

The campaign theme, “Fashion up, India” is brought to life by a galaxy of 7 mega-celebrities - Sonam Kapoor, Sidharth Malhotra, Shruti Haasan, Kajal Aggarwal, Guru Randhawa, Mouni Roy and Pratik Gandhi.

The celebrities bring more than just glamour to the party.  They bring a strong regional flavour and feel to the campaign, which was conceptualized and executed by Phantom Ideas, AJIO’s long-running creative agency that has handled the brand since its very inception.

According to Robbie Anthoney, Founder and Chief Creative Officer of Phantom Ideas, “We had two clear goals in mind. The first was to push the envelope on festive fashion. To take ethnic wear and give it a fresh, experimental twist through styling. A