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Ajio names Ahaan Panday brand face for festive push; All Stars Sale opens October 7
Our read
Ajio's early price reveal and Panday-led campaign are likely to drive a sharp spike on October 7, though rivals' counter-offers will decide whether the momentum lasts beyond opening weekend.
For operators
With Ajio's All Stars Sale opening October 7 and sale prices already live, fashion e-commerce rivals should check their festive pricing and ad timing now, since Ajio is pairing early price visibility with a new celebrity face in Ahaan Panday.
Watch
Ajio app traffic and download-chart movement on and after October 7
The report,
Ajio appointed actor Ahaan Panday as its brand face for the 2026 festive campaign 'Festival Is Festivalling'. The AJIO All Stars Sale begins on October 7, with sale prices already live on the platform. The campaign was conceptualised by The Script Room.
Why it matters for the brand
This is a seasonal brand campaign built with The Script Room and not a strategic move, so it changes little in how we view Ajio's positioning or any partnership and M&A thesis, though it shows how much Ajio is spending to compete for Gen Z festive shoppers.
What to track next
- Rival platforms announcing or advancing their festive sale dates or headline discounts
- Any change to Ajio's sale prices or added markdowns during the All Stars Sale
- Social engagement and search interest around Ahaan Panday and 'Festival Is Festivalling'
- Parent-company commentary on Ajio festive-quarter performance
Likely next moves
Our read of what comes next — analysis, not reported by the source.
- Ajio is likely to roll out more cuts of the 'Festival Is Festivalling' campaign across video, social and in-app placements as October 7 approaches, with Panday fronting most of them.
- Expect Ajio to layer fresh deal drops, brand-specific offers and payment-partner incentives over the All Stars Sale window to keep traffic from fading after opening day.
- Rival fashion platforms such as Myntra and Flipkart may answer with their own festive pricing, sale-window announcements or celebrity-led creative to contest the same shoppers.
- Shoppers are likely to use the already-live sale prices to pre-load carts and wishlists, which would concentrate orders in the first hours of the sale.
- The Script Room and Ajio may extend the campaign idea into regional or influencer content to carry it through the wider festive season.