Aurelia Launches WhatsApp-Based Festive Styling Campaign With Ananya Panday
Aurelia, the women’s ethnic wear brand from Aditya Birla Fashion and Retail Ltd (ABFRL), has launched Styled by Ananya, a festive campaign featuring brand ambassador Ananya Panday, combining personalised styling recommendations with AI-enabled virtual try-on technology on WhatsApp.
Launched on October 8, the campaign aims to simplify festive shopping by helping consumers discover outfits, visualise how they look and move from styling inspiration to purchase through an interactive digital experience.
The platform allows shoppers to explore festive looks curated by Panday and virtually try Aurelia outfits on their own avatars. Consumers can access the experience through WhatsApp by scanning a QR code and can subsequently shop online or visit their nearest Aurelia store.
Panday said the campaign brings a personal and collaborative approach to festive dressing, helping women choose outfits suited to different occasions. She added that the experience combines styling inspiration with the convenience of exploring looks from home.
Sooraj Bhat, CEO of Premium Ethnic Brands at ABFRL, said the initiative seeks to make festive shopping more personalised and intuitive by integrating styling recommendations and virtual try-on technology on a platform already used by consumers.
The campaign features Aurelia’s latest festive collection, comprising kurta sets, co-ord ensembles and statement drapes designed for occasions ranging from family gatherings and religious celebrations to festive evenings.
Styled by Ananya is available across Aurelia’s digital and social media platforms, including WhatsApp and the brand’s website. The campaign is also being promoted through its retail stores and consumer touchpoints nationwide.
