Ajio has appointed 22feet as its digital agency of record, following a multi-agency pitch.

As part of the mandate, 22feet will lead the lifestyle brand’s digital and social media strategy across content, campaigns, and community engagement.

Arpan Biswas, chief marketing officer, Ajio, said, “Social today is no longer just a communication channel, it’s where fashion, culture, and consumer conversations intersect. As AJIO continues to scale, we wanted a partner that could help us build a sharper, more distinctive voice across platforms while staying deeply connected to evolving culture and audience behaviour. 22feet stood out for their strategic thinking, creative agility, and understanding of digital-first storytelling. Together, we’re looking to create insight-led, culture-first campaigns that spark conversations, travel organically across platforms, and resonate with diverse audiences at scale. We’re excited about building the next phase of AJIO’s social and digital journey together.” 

Shikha Davessar, managing partner, 22feet added, “Winning the AJIO mandate is a vote of confidence in the depth of thinking 22feet brings to every brief. Indian fashion is at an inflection point where consumers are no longer just shopping for clothes, they're shopping for identity and self-expression. AJIO is built for exactly that shift. It’s a brand that allows us to connect with diverse audiences while unlocking a wide spectrum of creative possibilities, without losing sight of the core. We're excited to partner in shaping a brand experience that doesn't just sell fashion but earns a place in the Indian consumer's wardrobe and worldview.”