MUMBAI: What happens when artificial intelligence meets high fashion? A campaign so cutting-edge, it practically stitches itself. India’s premier fashion e-tailer, Ajio, has made history with ‘The Great Fashion Price Crash’, its first-ever AI-created mass media campaign, proving that technology isn’t just reshaping fashion—it’s remodelling the way it’s sold.
As a brand known for pushing creative boundaries, Ajio leveraged generative AI to craft a campaign that mirrors the rollercoaster emotions of stock market crashes—only this time, it’s fashion prices tumbling, not shares. With discounts from 50 per cent to 90 per cent on top international brands, this isn’t just a sale; it’s an economic reset for your wardrobe.
Ajio’s AI-powered creative process was nothing short of a technological marvel. Over 2,000 AI-generated images were transformed into 200+ video clips, culminating in a stunning 22-scene film. AI also orchestrated the campaign’s music and voiceover, thanks to advanced tools like Kuki (Eipi Media’s proprietary text-to-music tool) and Elevenlabs for voice synthesis. And if that wasn’t mind-blowing enough, the entire production cycle—from script to post-production—wrapped up in just four days.
“At Ajio, we constantly look for ways to innovate, both in the way we connect with our audiences and how we execute our storytelling,” said Ajio CMO Arpan Biswas. “Leveraging Gen AI for this campaign has allowed us to create high-quality content with exceptional production value while staying true to the consumer sentiment that drives our sales. ‘The Great Fashion Price Crash’ is a bold reflection of the times we live in, and we are thrilled to offer unmatched deals to our customers while setting a new benchmark in advertising.”
Visually, the film delivers a striking narrative: a financial market in freefall, except this time, instead of plummeting stock prices, fashion prices nosedive. The high-octane AI-powered visuals bring the metaphor to life, showing premium fashion becoming more accessible with every price drop.
“This project has been an exciting challenge,” said Eipi Media founder & CEO Rohit Reddy, the agency behind the campaign. “AI has given us the flexibility to create a visually compelling, high-production-value campaign at an unprecedented speed. The ability to iterate, refine, and execute at scale has been remarkable. While the entire campaign was AI-generated, our expertise in filmmaking played a crucial role in screenplay, direction, and cinematography, ensuring a polished final output. We’re proud to be part of Ajio’s journey in pioneering AI-driven advertising.”
The campaign employed a fleet of AI tools, including Chatgpt, Perplexity, Midjourney, Kuki, Elevenlabs, Hailou AI, Runway ML, Kling, and Pika Labs, each playing a pivotal role in scripting, image generation, animation, voice synthesis, and post-production.
Beyond the ad, the Ajio All Stars Sale is shaping up to be the retail event of the year, featuring 6,000+ brands and 2.2 million curated styles across apparel, accessories, footwear, and beauty. Shoppers can grab exclusive discounts, limited-period deals, and an extra 10 per cent off on select bank credit and debit cards.
By fusing AI with fashion, Ajio isn’t just riding the tech wave—it’s leading the charge, proving that the future of fashion advertising is digital, dynamic, and driven by data.
If this campaign is any indication, the industry should brace itself—because ‘The Great Fashion Price Crash’ is only the beginning.
