AJIO rolls out Instagram micro-drama ‘Suit Yourself’ for Valentine’s week

New Delhi: Ajio has released a six-episode, Instagram-first micro-drama series titled Suit Yourself, coinciding with Valentine’s week. The series, featuring Anya Singh, Rohan Gurbaxani, and Helly Thakkar, follows three friends and flatmates navigating shared living, emotional conflicts, and evolving relationships.

Each episode, approximately 180 seconds long, ends on a cliffhanger, encouraging sustained engagement across the season. The brand and its offerings appear organically within the narrative, functioning as an extension of the characters rather than as overt advertising.

The series is the first under Ajio Originals, a new content slate designed to develop narrative-driven formats for the brand.

An AJIO spokesperson said, “Today’s audiences connect with stories, not just campaigns. With Ajio Originals, Suit Yourself, our new micro-drama format blends entertainment with effortless brand presence, creating quick, relatable moments that people can enjoy and share. It’s a modern storytelling approach where fashion becomes part of everyday narratives, not a forced insert.”

Filmmaker Afroz Khan of Orange Elephant added, “We approached AJIO’s micro-drama series with the belief that audiences connect with stories before they connect with advertising. So the show was built around relatable situations, character-led writing, and talent that feels authentic to how people discover fashion today, which is clearly reflecting in how brands are increasingly exploring micro-drama as a storytelling-led ad format.”

The micro-drama series rolled out exclusively on AJIO’s Instagram handle and app, with the first episodes released from February 7, marking the beginning of Valentine’s week. Episodes 4, 5, and 6 were scheduled for release at 6 PM on Instagram on February 10, 11 and 12, respectively, with the season finale concluding on February 12.

All episodes were simultaneously available on the AJIO app, with Episodes 5 and 6 appearing on the app prior to their Instagram release, allowing viewers early access to the concluding episodes.

Watch the first episode: 

View this post on Instagram

A post shared by AJIO (@ajiolife)