rajesh abraham!

Ajio assignment !
GETTING TO 

THE TASK
THE TASK


A 360-degree campaign for the men’s and
women’s wear collections from AJIO. Visualize
the styles designed by AJIO Private Label as a
unique individual brand; give it a name, an
identity, a philosophy and character.

Use emerging digital and social mediums to
express the brand message giving it a unique
space in the massively cluttered fashion space
of today.
Let’s get started!
 The Consumer
A Brand Narrative is Truth
a rallying cry for the Unmet need that creates
brand both internally opportunities for innovation

and externally, that

frames the The Competitive
relationship with the Truth
customer
Within and beyond category
that meets unmet needs
It combines insights Brand The Business
on: Narrative Challenge
The challenge that will unlock
growth for the business
WHO ARE WE TALKING TO?
A GENERATION WHO’VE GOT
DIFFERENT PRIORITIES
1 AMBITION TO

SUCCEED
•  MOVING UP THE SOCIAL LADDER
•  PERCEIVED VALUE MORE THAN ACTUAL VALUE
•  ENTREPRENUERIAL ASPIRATIONS

•  “My lifestyle reflects my personality. If your personality isn’t there,

nobody cares about what you do or say in this big bad world”
2 NEED TO
Enjoy
•  ENJOYING LIFE IS THE BIGGEST GOAL OF MOST
YOUNGSTERS: 31.9%RATED IT ABOVE LEADING
A HEALTHY LIFE(21%), FINANCIAL
FREEDOM(9.7%) AND PURSUING
PASSIONS(9.3%)–HT MARS

•  Life is too short

•  Future is tense, Happiness is now
•  Enjoy through interests & seeking fame
•  Ambani is too far

To be happy is my ultimate life goal. I

have many dreams but if you ask me
my ultimate goal is to enjoy my life to
the fullest
SONIA, 23
3 CHANGE AT
Rapid Pace
•  64%OF YOUNG PROFESSIONALS WITH LESS THAN
ONE YEAR EXPERIENCE EXPECT TO CHANGE JOBS
*Deloitte Study
IN 2 YEARS –LINKEDIN 42%

•  THE BROADBAND/4G GENERATION

•  LIFE MOVING AT THE SPEED OF TRENDS &
HASHTAGS
•  DEVELOPMENT, CAREER, RELATIONSHIPS,
INTEREST
•  TECHNOLOGY IS INDISPENSABLE
4 BE PART OF A
Good Cause/
Movement
•  TODAY’S GENERATION ARE MORE SOCIAL
CONSCIOUS,

AND ARE BECOMING MORE ACTIVE
PARTICIPANTS IN CREATING RELEVANT
SOCIAL IMPACT

•  WOKE
•  CREATE SOCIAL IMPACT
•  EMPATHIZING
•  THE GROWING INDOOR GENERATION
CULTURE
UNDERLYING THEME

THEY WANT TO BE PRESENT EVERYWHERE

DOING EVERYTHING

NEED TO CHANGE AT BE PART OF

AMBITION TO

SUCCEED Enjoy Rapid Pace A Cause

And they are expecting brands to understand these priorities.!
It’s how they weigh the brand, and how they would perceive the
brand as cool, relevant, ‘my kind of brand’, et al. !
!
More than ever is it the way you act as a brand that
matters to these young consumers. !
So what should Ajio’s sub-brand be?
What should it offer, and to who?
Inclusive Fashion is the Future!

The fashion industry has been a victim of
standardization for long. But times, they’re
a changing.
Catering to standard size customers has
led to a lack of diversity and inclusion.
As a business, brands may find sense it
limiting production to a handful of sizes and
styles to reduce expenses and inventory
costs.
 
But today’s world demand what they want.
And they are many, of all ages, gender and
sizes.
 
Inclusive fashion transcends size variations
to include race, gender, disability, and age
as other dimensions of inclusion.
Silhouettes, palettes, sizes, functionality,
and prints are bold and exciting.
And in India, there’s only one brand that
has the conviction to offer inclusive fashion
to our diverse audience.

And that’s Reliance.

Ajio under Reliance can effectively leverage

the trust and belief Indians have put in
brand Reliance, a brand that rallies Indian
sensibilities and sentiments.
Build a brand that’s relevant in these times.

A brand that has the power to glorify bodies

and identities.

A brand that understands function and

style, demystifies fashion, and
destigmatize.

A brand that can include everyone in a

narrative of style and beauty, irrespective of
who they are, where they are from, what
they can and can not do.

Fashion that simply makes them feel good,

and thus feel confident, empowered and
most of all understood.

A brand for conscious consumerism.

 INTRODUCING

FASHION INCLUSIVE


INTRODUCING !



Brand Philosophy
Fain is a label with no labels.
FAIN is for all genders, sizes, abled and disabled celebrating body positivity, comfort
and fashion with a myriad of exciting styles that cater to the Indian body types and their
sensibilities.

A brand with a cause not biased to a set of body types, putting across the message
that style and comfort do go hand in hand for all, and Fain is here to offer what the
people truly need – Fashion they are comfortable in.

Brand Character: Positive, Assured, Free Spirited, Poised (dignified and easy going),
Aesthetic.
 
Catering to a generation who are bold, courageous and would like to stamp their
unique identity with everything they do and wear.
It’s
Fashion inspired
 
Fashion you can indulge in
 
Fashion for India
 
It’s Fashion inclusive
What does Fain offer

An eclectic mix Western and Indian inspired wear.

A mix of Casual (or even Boho) Chic + Ethnic, with bright and
bold colors and exaggerated/exciting prints. The clothes and
accessories will have unusual silhouettes complimenting
functional shapes.

Inspirations from the Ankara styles to our Ikat. 


Inspired by the shapes and contours in Jaipur Palace or the
Guggenheim Museum, a balance of the exotic and native, the
traditional and modern.
LIFESTYLE FASHION BRANDS FOCUSSES ON
LATEST FASHION TRENDS & VARIETY

RECYCLING FASHION ADDING FASHION

Controlling the side-effects Introduction of

Fast Fashion – 4000 different
of disposable fashion #HMSport
designs every season

Fast Fashion – 4000 different

designs every season

*RedSeer Market Research

LIFESTYLE APPAREL BRANDS ARE INSPIRING
PEOPLE TO BE MORE OF “YOU”

Uniq
uely
& fre
ely E
xpre
ss njoy
your
self play&e
fit to
Stay
C

ION
ASH
FAST F

FITN
ESS
+ ATHL
EISUR
E

PERFORMANCE + SPORTS

Be better version of yourself

 STYLE IS INSIDE OUT

Looking Good Extrinsic Value
FASHION

Feeling Good Intrinsic Value

CONFIDENCE
 The Consumer
BRAND NARRATIVE Truth

THE VOICE Strong desire to pursue many

things, be present

OF FAIN
everywhere curating more &
more experiences
The Competitive
Truth
Brands are
increasingly catering
to individualism. But
they are pressuring
Brand The Business
on looks rather than
allowing the
Narrative Challenge
audience to be in
their true elements. . Bring forth comfort to
play an inseparably
important role in the
lives of our audience &
make it their living & a
new sense of style
With multiple passions, People are designing
their own life. They enjoy no restrictions to
anything !
!

28
FAIN is putting forth feeling
good as the new sense of style !
 The Consumer
BRAND NARRATIVE Truth

THE VOICE Strong desire to pursue many

things, be present

OF FAIN
everywhere curating more &
more experiences
The Competitive
Truth
Brands are
increasingly catering Desire to
to individualism. Bu
they are pressuring look good The Business
on looks rather than
allowing the
enabled Challenge
audience to be in by feeling
their true elements. . Bring forth comfort to
good. play an inseparably
important role in the
lives of our audience &
make it their living & a
new sense of style
India Passion Week
Launching the brand

Unveiling a new category called Passion Wear.

I n d i a P a s s i o n We e k

Insight
Style is preferred over comfort. People look for
trends & makes choices as per that. What if comfort
is the new fashion & lifestyle choice? 

I d e a i n a Tw e e t
Partner with a hot-shot fashion designer like Bibhu
Mahapatra / Kanika Goel / Priyanka Ella showcase
FAIN wear with a twist. India Fashion Week
changes to ‘Passion Week’

How this works

•  Creating a new lifestyle category like duster
•  Passion wear for everyone, anywhere, anytime. Models would include plus sizes, disabled and transgender.
•  After the unveiling of the whole-new apparel line during a ramp walk, surprise the audience in a never seen before way.  
•  3-D projection to reflect for how many days, the models have been wearing it for, like 24hrs. This is help bring comfort in the
same light as fashion, and communicate comfort is in.  
•  IGTV & FB live of the same show to own the idea on social.
•  Create a video that shows the journey of the models wearing Fain outfits from their costume trials to ramp show & revealing
comfort throughout the span of the day. 
Include transgender models
like Anjali Lama to be part of
the narrative.
Social Amplifications

Pre-buzz Event Day

FB Live streaming
IG countdown feature Instagram Live videos
Facebook Premier showcase The event will go live on both
Using these features, we create the platforms to help users take
buzz on social media platforms part actively with their opinions
for the event. and emotions.

PRINT



Showcase the styles, patterns and colours as a
lifestyle apparel brand.

The inclusivity will be illustrated through the
models used, but the voice remains that of a
fashion brand.

FAIN is not trumpeting its inclusiveness through
words, but putting across the message through
the visuals.
FASHION INCLUSIVE

FAB HAS A
NEW NAME
 FASHION INCLUSIVE

STYLE DOESN’T
CARE ABOUT SIZE
 FASHION INCLUSIVE
DESIGNED
FOR
MANY
TVC script

The voice of FAIN as an inclusive fashion brand comes across
strongly in here. 

The TVC will feature plus size, transgender and disabled models
along with the standardized models putting across the brand
philosophy of inclusive fashion.
Fashion that indulges
We often
look at
Instagram
posts of
fashion
bloggers/
celebrities/
stylish
friends and
wish to
exchange
our closet
with theirs.
Mostly, we are left
wondering where
to get our hands
on those pieces,
struggling to find
those styles in our
favorite shopping
places.
To show FAIN is the
ultimate style hub
that gives
EverythingYouNeed
to Look Good and
Feel Good, we give
our consumers a
way to not just
admire a beautiful
outfit digitally, but
own it on Ajio.
INTRODUCING WEAREABLE POSTS
 An AI enabled Instagram DM Chatbot which shows you exact/similar styles 

from Ajio FAIN, when you send it a picture you like.

Consumer likes 
 Screenshots it and 
 Ajio sends exact/similar User adds it to cart
a style on Instagram DMs it to Ajio/Fain looking styles back

from the FAIN hub
Hey Fain, help me
with this!
Hey Fain, help me
with this!
Recreate this style with
FAIN, Just select the
images to add the style
to your cart
SOCIAL EXTENSION: THE MOVEMENT!

SOCIAL LISTENING TO THE CITY Issue a challenge Go offline

#YourFashionPulse Send in your feel good FAIN’s “The Movement” FAIN’s “The Movement”
fashion statements as begins online. visits a selected city with
posts.
 Issue a challenge for the a slew of exciting games,
Social listening – Which city has the city, to generate and fun challenges!
what are users highest engagement? maximum possible online
saying? Which city has the best engagement. The Movement is an
fashion quotient? Which occasion for a city to play.
What are their
has the least? _______ city, let’s pump
sentiments?
UGC it up! Show your feel A city-wide fest where
Share City-specific good fashion with FAIN. you showcase you
content from time to time. Get your score higher on fashion quotient and
the Leaderboard! participate in a sequence
Maintain a live of off-beat fun and
scoreboard for each city. games.
Where does your city
stand?
 FAshion that Informs 

what you could wear

Activating lifestyle and solving real world problems

When people wake up in
the morning, they check
phones, before anything.
Moment of truth.
After shower, people ponder
on what to wear for the day?
Between the two moments of truth, can we answer solve this question for our TG?
FASHION CAST
Data led Virtual Stylist
 FASHION CAST: CRM

Insight:
In the morning, when people get up they check their
phone, do their chores & ask themselves a question
after taking a shower: what to wear? Can FAIN answer
this for them?

Idea in a tweet:
Data-led Virtual Stylist. Using SMS & App data
available on the mobile devices, we customize clothing
recommendations to every user depending on every
day weather & day of the week. 

#FAINFASHIONCAST

How this works:

•  Partner with mobile OEMs
•  Use real-time weather APIs.  
•  Custom develop fashion recommendation with fashion
influencers.
•  Drive awareness via social media & e-commerce site

•  Fashion Cast microsite needed

Live Push Notifications EMAIL notifications with content on advanced
based on daily weather API forecast and what one should wear from the
results that can be FAIN collection. The email real estate can be
subscribed on a daily or effectively used to showcase the curated outfits.
customised days basis.

SMS notification with link leading to influencer recommendation video on youtube .

“Hi, Today is going to be sunny. Tap on link to find out what <<influencer>>
recommends to wear today.” #FainFashionCast
Social Amplifications

Real time tagging content for Instagram poll feature

fashion forecast The poll features enables users
Instagram uses hashtags as one of to define their moods. “What’s
its key features. Sharing the weather your mood like today?” to
forecast along with the fashion tips define looks for the users
and suggestions can be included. accordingly.
Apply on Twitter as well.
 FAshion that’s Inspired 



Customise your wardrobe with your true colours

FAIN COLOURS

Insight:
Fashion is an effective tool to create one’s unique
identity. Customisation is ever-increasingly popular
when it comes to fashion. Greater affinity towards
brands with a ange of colourful offerings.

Idea in a tweet:
Discover the colours that adorned you this year, and let
FAIN recommend a wardrobe true to your true colours with
its wide range of offerings in shades bold and subtle.
#FAINTRUECOLOURS

How this works:

Customising your warrdrobe using Instagram/Facebook
A microsite that allows customers to choose from FAIN collections
based on their Instagram/Facebook photos. 

The site will analyze user photos from their Instagram/Facebook
login using pixel mapping and showcases their customized colour
palette. 

Click on preferred colour from the palette and FAIN will display
outfits matching the colour.


Self-expression through FAIN

Build brand engagement+sales.
SALE TACTICS

We use the FAIN brand videos to push sale season in an unconventional manner.

Give the power to the audience, and to their imagination to set discounts.

The 4 pillar videos will be promoted with the call out -


Let your imagination set sale. (wordplay on set sail)

The audience will be asked to share screenshots of their favourite ensemble from
the FAIN brand videos and put them into a popularity vote w.r.t. shares and likes.
The prices will go down on the apparels featured in an ensemble with the most
shares & likes.
Top ensemble at 25% off.

2nd popular at 15% off.

3rd at 10% off.

More video assets can be created with featuring FAIN collections to build more
audience involvement.
My perfect Sunday wear.

Let my imagination set sale.

I see a road trip in these.


Let my imagination set sale.
Hoo girl! Swank up my party life.

Let my imagination set sale.

Dungrees for the adventurer in me.


Let my imagination set sale.
DROP SALES

Associate with well know and emerging designers

to create exclusive collections for FAIN.

Create exclusivity and urgency with a drop sales

campaign on Instagram an Facebook featuring the
designers.

2 days, 1 day or a few hours drop sale/limited

pieces

Urging the customer to own their piece and get

them shipped in no time.

Who could be the designers?

DROP SALES
Masaba Gupta
Her collections are marked out by bold
retro styled prints,. While her signature
style flaunts neat and quirky
silhouettes, bohemian traits of her
personality can be seen all over her
designs

Pallavi Singhee
This up-and-coming fashion designer
recently launched her own brand
‘Verb’ which aims to celebrate the
beauty in imperfection, a conceptual
thread that runs through all her
collections.

DROP SALES

Anand Kabra
Kabra’s aesthetic showcases a blend of
heritage and modernism. His style offers
contemporary outfits born from an ethos
that values instinct, emotions, intimacy
and femininity.

Dhruv Kapoor 
This alumnus of the Instituto Marangoni,
Milano, started his line DRVV in 2013,
specialising in both men and women’s
ready to wear fashion. Kapoor’s style
has been described as functional,
utilitarian and minimal and a tendency to
surprise.
fin