AJIO APPOINTS 22FEET AS DIGITAL AGENCY OF RECORD

AJIO has appointed 22feet as its digital agency of record following a multi-agency pitch. The mandate covers digital and social media strategy, with 22feet set to drive platform-first storytelling, social-first campaigns, and always-on engagement to strengthen AJIO’s position as one of India’s leading fashion brands.  

AJIO, the fashion and lifestyle company, has chosen 22feet to lead its digital and social media strategy across content, campaigns, and community engagement. The appointment follows a competitive pitch process and signals AJIO’s intent to sharpen its voice in the digital space while staying closely connected to evolving culture and consumer behaviour.  

Through platform-first storytelling, social-first campaigns, and always-on engagement, 22feet will work to enhance AJIO’s digital presence across consumer touchpoints. The partnership brings 22feet’s integrated creative thinking and deep understanding of digital culture to reinforce AJIO’s standing as one of India’s leading fashion brands.  

Arpan Biswas, chief marketing officer at AJIO, highlighted the importance of social platforms in shaping fashion and culture today. “Social today is no longer just a communication channel, it’s where fashion, culture, and consumer conversations intersect. As AJIO continues to scale, we wanted a partner that could help us build a sharper, more distinctive voice across platforms while staying deeply connected to evolving culture and audience behaviour. 22feet stood out for their strategic thinking, creative agility, and understanding of digital-first storytelling. Together, we’re looking to create insight-led, culture-first campaigns that spark conversations, travel organically across platforms, and resonate with diverse audiences at scale. We’re excited about building the next phase of AJIO’s social and digital journey together.”  

Shikha Davessar, managing partner at 22feet, described the win as a testament to the agency’s depth of thinking. “Winning the AJIO mandate is a vote of confidence in the depth of thinking 22feet brings to every brief. Indian fashion is at an inflection point where consumers are no longer just shopping for clothes, they’re shopping for identity and self-expression. AJIO is built for exactly that shift. It’s a brand that allows us to connect with diverse audiences while unlocking a wide spectrum of creative possibilities, without losing sight of the core. We’re excited to partner in shaping a brand experience that doesn’t just sell fashion but earns a place in the Indian consumer’s wardrobe and worldview.”  

The partnership marks a significant step in AJIO’s digital journey, positioning the brand to deliver campaigns that blend culture, creativity, and consumer insight at scale.