AJIO, the fashion and lifestyle brand, in its latest campaign, has onboarded Varun Dhawan as the brand’s new ambassador. In a unique move that challenges traditional norms of brand endorsements, AJIO leveraged LinkedIn—one of the most professional and corporate platforms—as the launchpad for Varun Dhawan’s debut as their newest face.
The actor garnered attention on social media and media outlets when he posted his first-ever LinkedIn profile, which featured a professional overview of his career highlights and upcoming projects. The profile, highlighting his filmography and work experience, instantly sparked a buzz.
The surprise move was followed by a tweet from Varun announcing his debut on LinkedIn, a playful and engaging gesture that sparked a whirlwind of conversations online, leaving fans and industry professionals intrigued by the unconventional approach.
Soon after, AJIO captured attention with an exclusive candid interview featuring Shraddha Kapoor, the brand’s current ambassador and one of Bollywood’s leading actresses, alongside Dhawan.
In an entertaining and fun-filled exchange, Varun and Shraddha discussed everything from fashion to career milestones, and Varun playfully asked his LinkedIn followers if he had what it took to become AJIO’s brand ambassador.
The campaign reached its pinnacle with the release of AJIO’s new Black Friday sale ad film, featuring both Varun Dhawan and Shraddha Kapoor, which showcased the duo’s chemistry and highlighted the brand’s trendy offerings. The ad, shot with a high-energy, stylish flair, promises to capture the attention of fashion enthusiasts and shoppers alike.
What makes AJIO’s campaign truly revolutionary is its use of LinkedIn—not typically associated with influencer marketing or fashion endorsements—as the primary medium to introduce a Bollywood star.
By choosing LinkedIn, AJIO has broken the conventional mould of celebrity endorsements, reaching a more professional, career-oriented audience, while also tapping into the younger, tech-savvy demographic that thrives on platforms like Twitter and Instagram.
Speaking on the campaign AJIO spokesperson said, “This campaign reflects how we at AJIO are constantly evolving to meet the changing preferences of our audience. Varun Dhawan’s presence, combined with Shraddha Kapoor’s star power, has created an unforgettable narrative that captures both the fun and professional sides of our brand. We are thrilled with the overwhelming response we’ve received and look forward to an exciting journey ahead with Varun on board.”
With its fresh approach to marketing and its focus on integrating fashion with digital innovation, AJIO continues to lead the charge in rethinking how brands can connect with consumers in meaningful ways. The Black Friday sale ad featuring Varun and Shraddha is just the beginning of what promises to be an exciting new chapter in the brand’s evolution.
