Ajio has launched its debut advertising campaign created entirely using generative AI. Titled ‘The Great Fashion Price Crash,’ the campaign promotes the upcoming ‘Ajio All Stars Sale’ and emphasizes the retailer's focus on technology-driven storytelling.
The campaign draws comparisons between stock market crashes and consumer spending habits, positioning Ajio's discounts of 50 per cent to 90 per cent off international brands as a response to value-conscious shopping trends. The promotional film presents a stylized, 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 transformed into more than 200 video clips to create a 22-scene film. The entire process, including AI-generated music and voiceovers, was completed in four days. The company utilized tools such as Kuki, ElevenLabs, Midjourney, and Runway ML to produce the visuals, animation, and sound.
Ajio constantly seeks new ways to innovate, both in terms of connecting with audiences and executing its storytelling, says Arpan Biswas, Chief Marketing Officer. Leveraging generative AI for this campaign allows the brand to create high-quality content with exceptional production value while staying true to the consumers’ sentiments that drive sales, he adds.
EiPi Media executed the campaign, integrating AI tools with traditional filmmaking techniques. AI gave the firm the flexibility to create a visually compelling, high-production-value campaign at an unprecedented speed, states Rohit Reddy, Founder and CEO, EiPi Media.
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.
