Women’s ethnicwear brand Aurelia, part of Aditya Birla Fashion and Retail Ltd (ABFRL), has launched a festive campaign that takes shopping to WhatsApp, with brand ambassador Ananya Panday doubling as a personal stylist for consumers.
Called ‘Styled by Ananya’, the campaign pairs Panday’s styling recommendations with an AI-enabled Virtual Try-On feature, letting shoppers see Aurelia outfits on themselves through a guided journey on the messaging platform.
The campaign is built on a simple consumer insight, the company said: finding the right festive outfit can be as challenging as finding the occasion to wear it.
The campaign film shows Panday stepping in when an Aurelia girl is unsure what to wear. Surrounded by an array of looks, Panday plays the festive stylist, helping her settle on one that feels right. The film shows consumers exploring different looks, seeing them on their own avatar and getting styling help, all from home. Shoppers can then buy online or visit their nearest Aurelia store.
Speaking about the campaign, Ananya Pandey said, “Festive dressing is one of my favourite parts of the season, but finding the right outfit isn’t always as easy as it looks. There are so many things to think about- what the occasion is, what you’re in the mood for, how you want to style it, and I definitely like getting a second opinion before I decide. I often share pictures with my mom or sister and get their perspective before making a decision. With ‘Styled by Ananya’, I wanted to bring that personal yet collaborative part of figuring out a look together into the experience.”
Sooraj Bhat, CEO of Premium Ethnic Brands, ABFRL, said the idea was to make the journey more personal. “Festive shopping has traditionally been about discovering collections and then figuring out what works for you. With ‘Styled by Ananya’, we wanted to make that journey more personal and useful. By bringing styling and Virtual Try-On together on a platform consumers already use every day, we are making it easier to move from inspiration to a look that feels right for them. It is our way of making festive shopping more intuitive, relevant and engaging.”
The campaign is anchored in Aurelia’s latest festive collection, which brings a contemporary sensibility to Indian occasion wear. It features festive kurta sets, fluid co-ords and statement drapes, designed to work across occasions, from intimate pujas and family gatherings to festive evenings, while keeping Aurelia’s focus on comfort and wearability.
‘Styled by Ananya’ is now live across Aurelia’s digital and social platforms, with the personalised styling experience available on WhatsApp and the brand’s website. The campaign is also being amplified across Aurelia’s stores and consumer touchpoints nationwide.
Aurelia is a contemporary ethnic wear brand aimed at the modern woman who wants trendy, affordable fashion. It offers collections for work, casual outings and special occasions. The brand has over 200 outlets and a presence in more than 800 large-format stores across 150 cities, and sells online through its website and platforms such as Myntra, Amazon and Flipkart.
Aditya Birla Fashion and Retail Limited, part of the Aditya Birla Group, had a presence across 1,168 stores spanning 7.1 million sq ft of retail space as of March 31, 2025. Its portfolio includes Pantaloons, value retail format OWND!, luxury multi-brand retailer The Collective, and ethnic wear brands such as Jaypore, Tasva and the TCNS brands (W, Aurelia, Wishful, Elleven and Folksong). It also runs digital-first fashion brands under its venture TMRW.
