Ajio launches its first ever AI mass media campaign

Ajio has launched its first advertising campaign created entirely using generative AI. Titled ‘The Great Fashion Price Crash,’ the campaign promotes the upcoming Ajio All Stars Sale and highlights the retailer’s focus on technology-driven storytelling.

The campaign draws parallels between stock market crashes and consumer spending habits, positioning Ajio’s discounts of 50% to 90% off international brands as a response to value-conscious shopping trends, the business announced in a press release. The promotional film presents a stylised AI-generated financial market collapse, replacing falling stocks with plummeting fashion prices.

Ajio developed the campaign using over 2,000 AI-generated images, which were converted into more than 200 video clips to create a 22-scene film. The process, including AI-generated music and voiceovers, was completed in four days. The business also used tools such as Kuki, ElevenLabs, Midjourney, and Runway ML to produce the visuals, animation, and sound.

“At Ajio, we constantly look for ways to innovate, both in the way we connect with our audiences and how we execute our storytelling,” said Arpan Biswas, Ajio’s chief marketing officer, in a press release. “Leveraging generative AI for this campaign has allowed us to create high-quality content with exceptional production value while staying true to the consumer sentiment that drives our sales.”

EiPi Media executed the campaign, integrating AI tools with traditional filmmaking techniques. “AI has given us the flexibility to create a visually compelling, high-production-value campaign at an unprecedented speed,” said EiPi Media’s founder and CEO, Rohit Reddy.

Ajio’s All Stars Sale features over 6,000 brands and 2.2 million fashion styles, offering discounts across apparel, accessories, footwear, and beauty. The online platform is part of Reliance Retail‘s operations.