AJIO, an online fashion platform, introduces the #VdayNahiMeDay campaign, urging individuals to celebrate themselves regardless of relationship status. The campaign, conceptualised by Youngun, features the innovative ‘drip treatment’ devised by Dr. Drip, a fictional persona created for this narrative.
Dr. Drip invents the ‘drip treatment’ to address love-related issues, such as a lack of affection and the desire for attention among those in ‘situationships.’ According to statistics, 2 in 10 individuals lack affection, and 23 million youths haven’t received Valentine’s gifts. Dr. Drip’s Lab showcases vibrant colors and trendy styles, transforming Valentine’s Day into a self-celebration.
The campaign incorporates category-specific lines, encouraging individuals to prioritise ‘fit checks’ over ‘DM checks’ and ‘fashion deals’ over ‘sad feels,’ reflecting contemporary culture.
“Me-Day is not just a campaign; it’s a movement to redefine Valentine’s Day. It’s about embracing oneself, prioritizing self-love, and indulging in retail therapy. AJIO’s commitment to empowering individuals aligns seamlessly with our vision to break stereotypes and celebrate uniqueness,” Saksham Jadon, CEO and founder, Youngun, said.