April Fool's Day is approaching and Ajio wants to come up with a prank campaign that's also believable.

Insight: People are always tend to think 'I have nothing to wear' when their wardrobes are full of clothes.

Idea: Imagine a dress that changes its shape, size and colour, all at a single touch. A sort of a one dress to rule 'em all. Sounds too good to be true, right? Well, it's exactly just that - our April Fool's day campaign this year promised a near perfect dress that did everything you wanted, except your dishes. We called this dress FutureFits.

For the campaign to be made believable, we created buzz with a teaser video about FutureFits being launched in 2025. A 'register now' button was also designed on the AJIO app to sign up to get all the updates.

On April 1st, an 'April Fool's Day' mail was sent out to those who signed up along with an update on the app for anyone who searched for FutureFits.

Result: This campaign saw great traction on the app and got about 10,000 sign ups for FutureFits on the app and garnered 30K+ likes on Instagram.