Fashion e-commerce platform AJIOhas dropped a new set of films for its annual Big Bold Sale, which kicked off on May 27, and this time the campaign comes with a quick-commerce twist.

The ads star Bollywood actress Shraddha Kapoor, who once again steps in as AJIO’s fashion saviour. The setup is simple: a boyfriend (Ayush Mehra) surprises his girlfriend (Niti Taylor) with a vacation plan. While she gets excited about the vacation, panic quickly sets in, as she realises she has no outfits planned for the getaway.

That is when Kapoor steps in to pitch AJIO’s Big Bold Sale, promising shoppers they can get their fashion picks delivered on the same day – turning a last-minute wardrobe crisis into an impulse shopping opportunity.

For years, AJIO's Big Bold Sale campaigns have largely revolved around flashy discounts, trend-heavy fashion drops and celebrity-led chaos. Those elements remain, but this year the spotlight shifts to speed. The films do not just sell fashion; they sell the idea that fashion can arrive almost instantly.

The timing for this plug-in seems relevant, as AJIO Rush, the platform’s fast-delivery service that promises deliveries within four hours in select locations, has recently expanded to over 600 cities. AJIO first launched the service across six cities, including Delhi, Mumbai, Bengaluru and Hyderabad, as part of its growing quick-commerce push. 

The move reflects how fashion shopping is increasingly becoming impulse-driven. Planning outfits for the weekend? Too old-school. Ordering them on the way to the airport? That is the vibe brands are chasing now.