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In today’s digital age, audiences are more attracted to content that is authentic, immersive, and strong on culture and can connect! With this in mind, digital-first production houses are experimenting with new ways of presenting brand stories. Orange Elephant is one such studio that focuses on creating original, story-driven content for the internet and integrating brands in a way that audiences can truly connect with, and that goes beyond the commercial!

His latest project, ‘Suit Yourself’, a branded vertical micro-fiction series created for AJIO, has been in the news after its trailer launch recently. The project brings to the audience a polished and culture-relevant story that feels more organic and natural rather than overly commercial.

The ambition of the series makes it special. It is a large-scale branded fiction project starring renowned film actors like Anya Singh and Rohan Gurbaxani. The large scale, integration of big actors and professional teams, it is clear how seriously brands are taking original IP. ‘Suit Yourself’ is a great example of giving priority to story rather than heavy product placement. It’s not even mandatory to have brand integration in every episode, so viewers can really connect with it!

AJIO’s adoption of the vertical micro-fiction format is also a bold move. At a time when formula-based brand films mostly dominate, ‘Suit Yourself’ comes across as an experimental and innovative effort that trusts both the audience and the format. Through this project, Orange Elephant is establishing itself as a leading digital-first content production house, exploring new formats and shaping the future of branded content and original brand IP.