Digital
Ajio debuts Instagram micro-drama ahead of Valentine’s Week
Six-part series anchors new Ajio Originals content slate
BENGALURU: Ajio has kicked off Valentine’s Week with the launch of an Instagram-first micro-drama series, signalling a shift towards long-form, character-led storytelling as part of its brand-building strategy.
Titled Suit Yourself, the six-episode series extends the universe of Ajio’s latest advertising campaign and follows three friends and flatmates: Anya, Rohan and Rhea, as their shared living arrangement descends into emotional conflict, blurred boundaries and personal reckonings.
Each episode runs for about 180 seconds and is designed for social-first consumption, with cliffhangers built in to sustain viewer engagement across the season. The series stars Anya Singh, Rohan Gurbaxani and Helly Thakkar.
Moving beyond the constraints of a traditional brand film, the micro-drama allows its characters to exist within a narrative of their own. What begins as light-hearted banter around everyday urban life gradually escalates into heightened drama, reflecting the complexities of modern relationships. Ajio’s fashion offerings appear organically within the storyline, integrated as expressions of character and mood rather than overt advertising cues.
Suit yourself is the first release under Ajio Originals, the brand’s newly launched branded content slate aimed at building proprietary narrative-led intellectual property.
The move reflects a broader shift in audience behaviour towards story-driven formats over interruption-based advertising. Micro-dramas, in particular, offer brands the ability to sustain emotional continuity while remaining native to social platforms where episodic storytelling drives repeat engagement.
An Ajio spokesperson said the format allows the brand to blend entertainment with effortless presence, positioning fashion as part of everyday narratives rather than a forced insert.
Filmmaker Afroz Khan of Orange Elephant said the series was built on the belief that audiences connect with stories before advertising, with an emphasis on relatable situations, authentic casting and character-led writing.
The micro-drama rolled out exclusively on Ajio’s Instagram handle and app, with daily episodes released from February 7 to coincide with the start of Valentine’s Week. The final two episodes will premiere on the AJIO app before being released on Instagram.
Digital
Maharashtra partners OpenAI, Sarvam AI to boost state’s tech ecosystem
State to set up dedicated AI department and roll out frontier technology policies
MUMBAI: Maharashtra is set to become a primary hub for artificial intelligence following the 2026–27 Budget announcement. chief minister Devendra Fadnavis confirmed that the state has signed letters of intent with global giant OpenAI and national pioneer Sarvam AI to integrate advanced technology into the state’s economic and administrative framework.
The collaboration with OpenAI and Sarvam AI marks a shift towards adopting cutting-edge generative tools for governance. These partnerships, alongside MoUs with IIT Bombay and BharatGen, are designed to create a robust ecosystem for research and innovation. The move signals the state’s intent to bring together global technology leaders and domestic research institutions to accelerate the development and adoption of artificial intelligence across sectors.
Regarding the strategic intent of these alliances, chief minister Fadnavis stated, “With the objective of making the State’s Information Technology and Artificial Intelligence sector dynamic, letters of intent have been signed with globally and nationally reputed institutions like OpenAI and Sarvam AI to facilitate the Information Technology and Artificial Intelligence sector in the state.”
To manage these high-level partnerships and ensure effective implementation, the government is establishing an independent department of electronics, Information technology, and artificial intelligence. The new department will function with a dedicated commissionerate and specialised technical manpower, enabling faster decision-making, improved coordination, and stronger accountability in executing technology-driven initiatives.
The state also plans to introduce special policies aimed at strengthening its position in emerging technology sectors. These policies will focus on advancing Maharashtra as a global hub for frontier technologies such as artificial intelligence, quantum computing, drones, autonomous vehicles, and deep technology.
According to the chief minister, “The state government plans to introduce special policies to develop Maharashtra as a world-class hub for frontier technologies such as Artificial Intelligence, quantum computing, drones, autonomous vehicles and deep technology.”
Artificial intelligence is already being integrated into the state’s governance framework. A collaboration with Microsoft has led to the development of MahaCrimeOS AI, a platform that has reportedly reduced police investigation times by 80 per cent across 23 police stations in Nagpur. The initiative demonstrates how AI-driven tools can significantly enhance law enforcement efficiency and data analysis capabilities.
The government is also working toward building a fully digitised administrative ecosystem. Plans are underway to achieve complete digitisation of land transactions and implement electronic office systems across departments, paving the way for a paperless government. In addition, a pilot project will introduce AI-powered solutions in 75 selected villages to improve infrastructure, governance efficiency, and overall quality of life in rural areas.
To strengthen digital infrastructure and data protection, the state also intends to establish an advanced data centre in Nagpur. This facility will be designed to safeguard sensitive and sovereign information while supporting large-scale digital services and government platforms.
These initiatives form part of Maharashtra’s broader cyber security and digital transformation strategy aligned with the Viksit Maharashtra 2047 vision. By partnering with global and domestic technology leaders such as OpenAI and Sarvam AI, the state aims to build a secure, future-ready digital ecosystem that enhances citizen services, supports innovation, and strengthens India’s position in emerging technologies.
