How Ajio Used Celebrities and Influencers to Take on Myntra

Ajio has grown into a strong fashion brand by using celebrities and fashion influencers in smart ways. From Bollywood stars in festive ads to creators showing real styling on social media, this page explains how Ajio built trust, reached young shoppers, and challenged Myntra in online fashion.

Celebrities for Mass Appeal

Play

Ajio’s use of celebrities is not random or only for visibility. It follows a clear plan to grab attention quickly, shape brand image, and stay competitive with Myntra in a crowded fashion space.

• Choosing Familiar, Youth-Friendly Faces

Ajio picks Bollywood stars who already have a strong connection with young and urban shoppers. Celebrities like Varun Dhawan and Shraddha Kapoor fit the brand well. They are seen as stylish but still relatable. Their fashion choices feel current, not out of reach.

Instead of showing them as luxury figures, Ajio presents them as people who enjoy everyday fashion. This makes the brand feel easy to try and suitable for regular shopping. Shoppers do not feel pressured by high fashion. They feel encouraged to explore styles they can actually wear.

• Festive Campaigns Built Around Celebrities

Festivals are the biggest shopping periods in India, and Ajio uses celebrities strongly during these times. In festive campaigns, the stars wear outfits that look festive but are still practical. The clothes feel suitable for family gatherings, parties, and casual celebrations.

Campaigns like “This Is How We Festival” did not focus on a single celebrity. Ajio brought together different personalities with different styles. This showed that there is no single way to dress for festivals. It helped more people see themselves in the campaign, no matter their age or fashion taste.

• Fashion Storytelling, Not Just Endorsements

Ajio’s celebrity campaigns do not feel like simple ads. The focus is on moments and emotions. The ads show festivals, friendships, travel, and daily life where fashion plays a natural role. Celebrities are shown living these moments rather than selling clothes directly. This makes the message feel real. Viewers remember the feeling of the ad instead of just the product. Over time, this helps build an emotional connection with the brand.

• Strong Presence Across Multiple Platforms

a. Television - Celebrity ads on TV help Ajio reach a wide audience during major sales and festive seasons. A familiar face grabs attention quickly and creates strong first recall for the brand.

b. Instagram - Short videos, reels, and posts featuring celebrities help Ajio stop users while they scroll. These visuals keep the brand visible where fashion discovery happens most.

c. YouTube - Celebrity-led video ads appear before and during content, helping Ajio stay present for longer viewing sessions and build repeated exposure.

d. Mobile App - The same celebrity faces appear on Ajio’s app banners during sales. This reassures shoppers and keeps the brand top of mind when they are ready to browse or buy.

• Turning Campaigns into Cultural Moments

Ajio does more than run ads. It creates moments people notice and talk about. By combining celebrities with festive settings and easy fashion stories, the campaigns feel timely and relatable. People do not just watch these ads. They share them, talk about the outfits, and copy the looks for festivals and events. The styling becomes part of everyday fashion talk on social media and among friends.

This shifts how Ajio is seen. It is not only a place to shop online. It becomes a brand linked to current trends, celebrations, and real-life fashion choices. Over time, this helps Ajio build a stronger place in fashion culture and compete more clearly with Myntra.

Influencers for Credible, Relatable Fashion Content

Ajio did not rely only on celebrities to build its fashion image. Along with big stars, the brand actively partnered with fashion influencers and digital creators to connect with online audiences in a more personal and relatable way. This influencer-first approach helped Ajio speak the language of social media users, especially younger shoppers who look for styling ideas before making a purchase.

• Working with Macro Fashion Influencers

Ajio partnered with popular fashion creators who already had a strong following on platforms like Instagram and YouTube. Influencers such as Kritika Khurana, Sarah Sarosh, and Srishti Garg have shared Ajio outfits through reels, styling videos, fashion hauls, and everyday look posts.

These creators did not focus on selling. Instead, they showed how Ajio clothing could be worn for college, office days, festive gatherings, or casual outings. Their content felt stylish but still practical. Viewers could see themselves wearing similar outfits, which made the brand feel approachable and easy to try.

• Using Micro-Influencers for Authentic Reach

Along with large creators, Ajio also worked with many micro-influencers. These creators have smaller but more engaged audiences. They often focus on specific styles, regions, body types, or budget-friendly fashion.

Because micro-influencers feel more relatable, their content comes across as honest. When they share Ajio finds, sale picks, or daily outfit ideas, followers are more likely to trust those suggestions. This helps Ajio reach shoppers who value real opinions over polished ads.

• A Tiered Influencer Strategy That Covers All Audiences

Ajio does not depend on one type of influencer. It uses a mix of large and small creators to reach different kinds of shoppers. Macro influencers help the brand get wide attention during launches, sales, and festive periods. Micro-influencers help build trust and influence final buying decisions.

This mix allows Ajio to stay visible across social media throughout the year. During high shopping periods, the brand is not just seen but also remembered. Shoppers move from discovering outfits to clicking product links and making purchases.

• Driving Engagement and Conversions Through Influencer Content

Influencer content plays a strong role during Ajio’s major sale events. Creator posts often get more likes, comments, saves, and clicks than regular brand ads. People engage more when they see clothes styled by someone they already follow.

Influencers show how Ajio outfits look in daily life. They talk about fit, comfort, pricing, and how the clothes can be styled for different occasions. This reduces doubt for shoppers who cannot try clothes before buying.

Why This Helps Ajio Compete with Myntra

Myntra has built a strong lead in fashion e-commerce by consistently using A-list celebrities and a wide influencer network in its campaigns. Big names and large-scale visibility have been central to Myntra’s brand recall. Ajio, however, is competing with a slightly different and more balanced approach that combines reach with relatability.

• Blending Star Power with Creator-Led Content

Ajio does not depend only on celebrities to run its campaigns. Celebrities help the brand get noticed fast and reach a large audience. Influencers then take the message forward by adding detail and trust.

Celebrity ads create interest, but creator content answers real questions. Influencers show how the clothes fit, how they can be styled, and how they look in everyday settings. This makes the products feel more real and easier to choose. Together, this mix helps shoppers move from curiosity to buying without feeling pushed.

• Strong Focus on Festive and Sale-Led Campaigns

Ajio puts most of its marketing energy into festivals and sale periods, when fashion shopping is at its highest in India. During these times, the brand uses celebrities and influencers at the same time instead of running separate efforts.

Celebrity campaigns build excitement and bring scale. Influencers support this by sharing outfit ideas, festival looks, and styling tips that feel useful and relatable. This joint effort helps Ajio stay visible during busy shopping periods when Myntra also runs heavy promotions.

• Tiered Influencer Strategy for Wider Coverage

Ajio works with different types of influencers instead of focusing only on big names. Large creators help the brand reach many people quickly. Smaller creators connect with focused groups that trust their opinions and style choices.

This approach helps Ajio reach shoppers across age groups, budgets, and fashion preferences. It also reduces the risk of relying on one single voice. The brand stays present across many feeds and conversations at the same time.

• Turning Visibility into Real Conversions

Conclusion

Ajio’s strategy shows how powerful the right mix of celebrities and influencers can be. Celebrities help the brand gain instant visibility and aspiration, while fashion influencers and micro-creators add trust by showing how the products fit into real, everyday life. Together, this approach has helped Ajio connect strongly with young, fashion-aware shoppers and steadily challenge Myntra’s leadership in India’s online fashion space.

Find the Right Celebrity for Your Brand

Choosing the right celebrity or influencer can make all the difference. We help brands connect with actors, fashion creators, and digital voices for endorsements, influencer-led campaigns, and promotions. Whether it’s a product launch, festive campaign, or always-on social content, we help you find the right faces that truly match your brand and speak to your audience.