AJIO's Ghar Wapsi Deals Arrive With A Mystery Astronaut
AJIO has launched Ghar Wapsi Deals, a Diwali campaign conceptualised by 22feet, part of Omnicom Advertising India. It follows a mystery Indian astronaut orbiting Earth who unlocks exclusive deals for shoppers as he passes over their cities, turning the festive idea of coming home into an interactive shopping experience.
- Brand: AJIO
- Campaign: Ghar Wapsi Deals
- Agency: 22feet, part of Omnicom Advertising India
- Format: Digital film, app and website experience, influencer and meme-led content
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How Ghar Wapsi Deals Work
Ghar Wapsi, or homecoming, sits at the heart of Diwali. AJIO's astronaut is spending the festive season far from home, but has a surprise for shoppers back on Earth. Consumers can track his journey and unlock exclusive offers as he passes over their city, and the deals get bigger the closer he gets.
With festive sales flooding the market, AJIO set out to make finding a deal as engaging as the shopping itself.
The Film
The campaign is led by a digital film set aboard a mock International Space Station, where the astronaut's identity is teased through witty exchanges and playful clues. It extends to AJIO's app and website, with influencer collaborations and meme-led content bringing more people into the conversation.
What AJIO And 22feet Said
Arpan Biswas, CMO, AJIO, said, "At AJIO, we want shopping to feel like more than just browsing through offers. We want to create moments of excitement, curiosity and discovery. With Ghar Wapsi, we've brought all of that together through a fun, interactive experience that gives consumers a reason to keep coming back, while making their festive shopping even more rewarding."
Shyam Nair, Executive Creative Director, 22feet, said, "There's no excuse for missing Diwali at home. Being aboard the International Space Station does, however, make a fairly strong case. We found one Indian who qualified. He couldn't come home, but he would be passing over ours. And you don't need gravity to understand that you don't turn up for Diwali empty-handed. So AJIO made sure he came bearing gifts. That's how Ghar Wapsi Deals was born."
Credits
- AJIO: Sandeep Karwa, Arpan Biswas, Shubham Bhatnagar, Sanya Shukla
- Business: Shikha Davessar, Anvita Arora, Rohini Bhowmik, Amir Pinzara, Zahra Zaki
- Strategy: Sanchari Chakrabarty, Rachita Goel
- Creative: Vishnu Srivatsav, Shyam Nair, Pavithra Nair, Jamuna Poovaiah, Hardik Rane, Anish Daga, Yashvi Solanki, Bhagyashree Patil
- Tech: Yash Dabi, Manoj Jagannath, Hemanth KN, Sujith Aravind, Dileep Vemula
About AJIO
AJIO is Reliance Retail's fashion and lifestyle destination, selling fashion, footwear, accessories, beauty and lifestyle products from Indian and international brands, emerging labels and its own exclusive lines. 22feet also worked with AJIO on its Rakhi Recovery Abhiyaan campaign.
The film is on AJIO's Instagram.
More campaigns on Ad Tribe.