Aurelia has launched ‘Styled by Ananya’, a festive campaign featuring brand ambassador Ananya Panday that combines her styling recommendations with an AI-enabled Virtual Try-On experience on WhatsApp.

The campaign film shows Panday stepping in to help an Aurelia shopper decide what to wear for a festive occasion. The experience allows consumers to explore festive looks, receive styling recommendations and virtually see selected outfits on their own avatar.

Consumers can access the experience through WhatsApp and Aurelia’s website, and can either shop online or visit a nearby store after selecting a look.

Speaking about the campaign, Ananya Pandey said: “Festive dressing is one of my favourite parts of the season, but finding the right outfit isn’t always as easy as it looks. There are so many things to think about- what the occasion is, what you’re in the mood for, how you want to style it, and I definitely like getting a second opinion before I decide. 

I often share pictures with my mom or sister and get their perspective before making a decision. With ‘Styled by Ananya’, I wanted to bring that personal yet collaborative part of figuring out a look together into the experience.

I’ve had so much fun exploring Aurelia’s festive collection and putting together looks that feel trendy, versatile, and special for the occasions we dress up for. What makes the experience even more special is being able to bring that directly to women at home- simply scan the QR code, and I can be your personal festive stylist.”

Commenting on the campaign, Sooraj Bhat, CEO of Premium Ethnic Brands, ABFRL said: “Festive shopping has traditionally been about discovering collections and then figuring out what works for you. With ‘Styled by Ananya’, we wanted to make that journey more personal and useful.

By bringing styling and Virtual Try-On together on a platform consumers already use every day, we are making it easier to move from inspiration to a look that feels right for them. It is our way of making festive shopping more intuitive, relevant and engaging.”

The campaign features Aurelia’s festive collection, comprising kurta sets, co-ords and drapes intended for occasions ranging from pujas and family gatherings to festive evenings.

‘Styled by Ananya’ is live across Aurelia’s digital and social platforms, with the styling experience available on WhatsApp and the brand’s website. The campaign is also being promoted across Aurelia stores and other consumer touchpoints.