Gabbar x AJIO – Kitne Style The?

Case Study: Cult Store Rap-Ad

Challenge

How do you merge a legendary Bollywood villain with a modern-day fashion e-comm brand? The challenge was to create a narrative that didn’t feel like a spoof or a gimmick. Instead, it needed to celebrate pop culture, blend drama with humour, and land AJIO’s message of variety in a single punchline. The idea had to stop scrolls and stir nostalgia.

Idea

Reimagine Gabbar Singh not as a bandit, but as a style critic. Set in the iconic Sholay-like badlands, the film opens with Gabbar interrogating his crew, but instead of bullets, he’s cracking his belt over brand boxes. Dacoits tremble, AJIO boxes shake, and he demands: “Kitne Style The?!”

Through slow-motion zooms, whip pans, 4th-wall breaks, and satirical delivery, the film transforms cinematic drama into fashion CTA. Each scene is a parody-tribute, blending the grit of 70s Bollywood with the punch of 2025 ecommerce.

Execution

• he entire ad was built using AI tools:

• Visuals & storyboards generated with GenAI

• Characters styled via AI image modelling

• Dialogue scripting and comic timing planned like storyboard panels

• Custom props like AJIO boxes were layered in through digital post

• From Gabbar’s belt crack to the terrified daaku reactions, every beat was composed to feel like a meme and a message.
   

Impact

While self-initiated, this campaign proves the potential of mixing old IP with new tech. It’s a proof-of-concept that brands can create high-impact, culturally resonant ads without large crews — just sharp writing, iconic reference, and AI-powered design.