In an era where audiences gravitate towards content that feels authentic, immersive, and culturally relevant, digital-first production houses are rethinking how brands tell stories. Orange Elephant is one such studio, focused on creating original, narrative-led content for the internet while integrating brands in ways audiences genuinely want to engage with. Their latest project, a branded vertical micro-fiction series for AJIO titled Suit Yourself, has already created significant buzz following its trailer launch that hints at a polished, culturally resonant narrative which feels organic rather than overtly commercial.

The series is particularly noteworthy for its ambition. It marks one of the first large-scale branded fiction projects to feature well-known film actors like Anya Singh and Rohan Gurbaxani, signalling a shift in how brands are approaching original IPs. Steering away from heavy-handed product placement, the series adopts a storytelling-first approach, so much so that not every episode includes a brand integration.

Equally bold is AJIO’s decision to embrace the vertical micro-fiction format at this scale. In a landscape dominated by formulaic brand films, Suit Yourself stands out as an experimental leap that trusts both the audience and the format. With this project, Orange Elephant continues to establish itself as a leading digital-first content production house, exploring fresh formats and shaping the future of branded content and original brand IPs.

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