HEERAMANDI

Strategy

Creative Direction

Design Direction

Women drive 81% of the ethnic wear market, but they don’t shop by brand, they shop by Bollywood looks. From Desi Girl sarees to Padmaavat lehangas, their fashion icons aren't designers, but cinematic queens. And when it comes to regal ethnic wear, no one does it like Director Sanjay Leela Bhansali.

With Heeramandi - his first and biggest debut on Netflix on the horizon, the bazaars would soon be flooded with its looks. But what if Ajio, India’s biggest fashion platform got there first to establish itself as the go-to for ethnic shopping?

HEERAMANDI

Strategy

Creative Direction

Design Direction

Ajio partnered with Netflix to launch a first of its kind Heeramandi collection, making Sanjay Leela Bhansali’s opulent fashion accessible. This limited-edition range featured 250+ ethnic styles, crafted in collaboration with Bhansali’s design team. Inspired by the show’s grandeur, the collection starred rich silks, brocades, and regal silhouettes, modeled by Heeramandi’s powerhouse cast across Ajio’s campaign.

Ajio partnered with Netflix to launch a first-of-its-kind Heeramandi collection,
making Sanjay Leela Bhansali’s opulent fashion accessible. This limited-edition range featured 250+ ethnic styles, crafted in collaboration with Bhansali’s design team. Inspired by the show’s grandeur, the collection starred rich silks, brocades, and regal silhouettes, modeled by Heeramandi’s powerhouse cast across Ajio’s campaign.

Ajio’s campaign film showcased House of Ethnics as the ultimate destination for regal fashion, airing on prime time TV, YouTube, and Instagram. 20+ top influencers recreated Heeramandi’s grandeur, sparking UGC. To surprise customers, we slipped royal invitation scrolls into Swiggy Instamart parcels, blending heritage with digital, an unexpected twist fit for modern-day queens.

Project Tags

Strategy

Creative Direction

Design Direction

Ajio’s Heeramandi campaign delivered regal results, 144M reach, 514M impressions in 10 days, and a 32% sales boost for the collection. Ethnic category sales grew 15.8%, with a 25% rise in contribution. Engagement soared. 235% more time spent on the Heeramandi page. 71% linked Heeramandi to ethnic wear, 68% browsed the collection.

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Deep Chhabria - 2025

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HEERAMANDI

HEERAMANDI