MAM
Ajio Appoints 22feet as Digital Agency of Record
22feet to lead AJIO’s social media and digital strategy after multi-agency pitch.
MUMBAI: Ajio has just tailored a sharp new creative partnership. India’s leading fashion and lifestyle platform has appointed 22feet as its Digital Agency of Record. The agency will steer the brand’s overall digital and social media strategy, including content creation, campaigns, and community building across platforms. The appointment follows a competitive multi-agency pitch. 22feet will focus on platform-first storytelling and always-on social engagement to strengthen Ajio’s connection with fashion-conscious consumers.
Ajio chief marketing officer Arpan Biswas said, “Social today is where fashion, culture, and conversations intersect. We wanted a partner that could help us build a sharper, distinctive voice while staying deeply connected to evolving audience behaviour. 22feet stood out for their strategic thinking and creative agility.”
22feet managing partner Shikha Davessar added, “Indian fashion is no longer just about clothes, it’s about identity and self-expression. AJIO perfectly represents this shift, and we’re excited to help shape a brand experience that earns a place in both wardrobes and worldviews.”
The partnership signals AJIO’s ambition to deepen its digital presence and cultural relevance in a fast-evolving fashion landscape, where social media plays a central role in how consumers discover, discuss, and decide on style.
