- AJIO teamed up with Uorfi Javed for a DIY fashion line, sparking the interest of fans
- In a twist, the exclusive collection turned out to be a prank as part of AJIO’s April Fools Day campaign
India-wide release, 7th April 2023: AJIO, India's ultimate fashion destination, recently pulled off a clever April Fools Day prank in collaboration with Uorfi Javed, who has been the talk of the town (and she owns that unapologetically). As part of the prank, the brand announced the launch of the exclusive ‘AJIO x Uorfi Javed DIY collection,’ which quickly grabbed the attention of netizens across the country. The April Fools Day campaign was conceptualised and activated by OML Entertainment’s Global Creator Network (GCN).
Uorfi Javed is well-known for her standout wardrobe choices as well as an unapologetic attitude towards fashion. And AJIO intended to capture this essence in a fun and unexpected way. For this, the brand teamed up with Uorfi to launch an exclusive fashion line for fans and promote this revolutionary new collection on social media.
With anticipation for this unprecedented new collection further building, the audience was hooked, excited, and eagerly waiting for its launch. However, when AJIO finally shared links to purchase the collection, and the fans rushed to check out the products, they realised that it was a hilarious April Fools Day prank! The fashion line was expected to include a cluster of products that would have helped fans recreate or make their own version of Uorfi’s head-turning outfits. But, in a humorous twist, it included items such as duct tape, medical gauze, birthday cone-hats and cloth-hanging clips, amongst other day-to-day items.
Devarshi Shah - Senior Vice President & Business Head of Global Creator Network (OML), said, “At Global Creator Network, our efforts have always been to push creative boundaries when it comes to crafting clutter-breaking branded campaigns. And this April Fools Day, we intended to create a campaign - right from conceptualisation to execution - that not only showcased the brand’s playful side but also captured the attention of the audience and made them laugh. The result was a hilarious prank that had the fans talking and enabled the brand to engage with their audiences in a relatable manner.”
GCN’s core focus is to nurture a synergetic partnership between brands and content creators in the digital space while also seeking to unlock their full potential, empowering them to connect with fans and build a community. The April Fools Day prank for AJIO is a testament to this synergy in action, demonstrating how GCN brings out the best in both brands and creators, crafting campaigns that are not only engaging but also memorable.
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