AJIO launches Instagram micro-drama ‘SUIT YOURSELF’ for Valentine’s week

AJIO has introduced a six-part Instagram-first micro-drama series titled ‘SUIT YOURSELF’, marking a move toward longer, character-driven storytelling as part of its brand-building efforts. The series builds on the world of AJIO’s recent advertising campaign and follows the lives of three friends and flatmates  Anya, Rohan, and Rhea  as their shared home becomes a space for emotional tension, shifting boundaries, and personal confrontations.

Featuring actors Anya Singh, Rohan Gurbaxani, and Helly Thakkar, the series steps away from the format of a traditional brand film. Instead, it places characters at the centre of an unfolding narrative. What starts as light, everyday banter among friends gradually turns into more intense drama, reflecting the complications of modern urban relationships.

Each episode runs for about 180 seconds and is designed for Instagram viewing. Every instalment ends on a cliffhanger, encouraging viewers to return for the next part. AJIO’s fashion offerings appear naturally within the story, tied to the characters’ moods and personalities rather than presented as direct promotions.

The series is the first release under AJIO ORIGINALS, a new branded content initiative from the platform aimed at building its own content properties through narrative-led formats.

the Promo video:

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Explaining the approach, 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.”

Afroz Khan, Filmmaker (Orange Elephant), who worked on the project, said, “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 series rolled out on AJIO’s Instagram handle and its app, with daily episodes beginning February 7, at the start of Valentine’s Week. The broader campaign also included a dedicated Valentine’s Day curation page on the AJIO app. While most episodes are available on both platforms, the final two episodes are scheduled to appear on the app first before being released on Instagram.