Mumbai: Wondrlab, India’s first platform-first martech network, has partnered with Ajio to unveil its latest festive campaign, ‘This Is How We Festival’. Rooted in Ajio’s philosophy of ‘Identity Without Apology’, the campaign places individuality, diversity, and self-expression at the heart of India’s festive celebrations.
Launched this week, the film takes audiences on a vibrant journey through some of India’s most celebrated festivals, including Durga Pujo, Dussehra, Navratri, and Diwali. It brings alive the true spirit of festivity by weaving together communities, traditions, and contemporary cultural expressions.
The campaign features Ajio ambassadors Varun Dhawan and Shraddha Kapoor, along with cultural icons such as Zeenat Aman, Uorfi Javed, Abir Chatterjee, and Malavika Mohanan. Together, they embody Ajio’s festive narrative, celebrating individuality while boldly addressing themes of ageism, trolling, compassion, inclusivity, and LGBTQ+ representation.
Commenting on the campaign, Hemant Shringy, CCO & 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 and is being amplified through a wide range of influencer collaborations. With ‘This Is How We Festival’, Ajio and Wondrlab aim to spark a larger cultural conversation—redefining festive fashion as a celebration of identity, expression, and belonging during India’s grand festive season.
