Wondrlab has partnered with Ajio to launch its new festive campaign, ‘This Is How We Festival’, rooted in the brand’s philosophy of Identity Without Apology. The film has been unveiled this week and has showcased a vibrant mix of festivals including Durga Pujo, Dussehra, Navratri, and Diwali.
The campaign has put individuality, diversity, and self-expression at the forefront of festive storytelling. It has featured Ajio ambassadors Varun Dhawan and Shraddha Kapoor, alongside cultural icons Zeenat Aman, Uorfi Javed, Abir Chatterjee, and Malavika Mohanan. Through their presence, the film has highlighted themes of ageism, trolling, compassion, inclusivity, and LGBTQ+ representation.
The film has gone live across Ajio’s digital and social platforms and has been amplified through multiple influencer collaborations. With this campaign, Ajio and Wondrlab have aimed to spark a broader cultural conversation around festive fashion as an expression of individuality and belonging.
Hemant Shringy, CCO and 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.”
