AJIO Drives 2X Higher Revenue with AMP-Powered Gamification at Big Bold Sale

AJIO is one of India’s leading fashion and lifestyle e-commerce platforms, offering 6,000+ brands across men’s, women’s, and kids’ categories. Known for its trend-forward assortment and strong festive merchandising, AJIO continuously experiments with digital-first experiences to stay differentiated in a highly competitive market.

During the October 2025 Big Bold Sale, AJIO wanted festive email communication to do more than announce discounts. The goal was to create interactive, high-intent experiences that could drive revenue across different moments of the sale journey, from discovery to gifting to sale closure.

Industry Context

India’s fashion e-commerce market is one of the most competitive and promotion-intensive in the world. During the festive quarter (September to November), every major platform runs large-scale sale events, flooding consumers inboxes with near-identical discount messaging and urgency-led subject lines. In this environment, email as a channel risks becoming background noise unless brands can find ways to differentiate the in-inbox experience itself. For AJIO, a brand that competes on trend discovery and curated assortment rather than pure price, the challenge was especially acute: standing out required more than louder messaging. It required a fundamentally different approach to how sales emails engaged customers.

Festive sale emails across the industry follow a familiar pattern: static creatives, aggressive discounting, repeated product grids, and urgency-heavy copy. During a peak period like Big Bold Sale, this creates two challenges at once: clutter in the inbox and fatigue for the shopper.

Typical festive-sale campaigns:

• Looks like every other promotional email in the inbox
• Rely too heavily on discount communication alone
• Make multi-category discovery feel cluttered and repetitive
• Leave little room to sustain excitement across the sales lifecycle

AJIO needed to make a choice: continue with the same template-driven festive playbook, or find a way to make email itself a differentiator. The brand needed to drive higher revenue from email during the Big Bold Sale, break through inbox clutter during a high-volume festive period, increase engagement without increasing email fatigue, create excitement and urgency at different stages of the sale journey, and make sale emails more interactive, engaging, and conversion-led.

AJIO chose Netcore’s AMP email capabilities for three reasons: the ability to embed interactive, app-like experiences directly within the inbox; a proven track record of AMP deployment at scale in India’s e-commerce ecosystem; and the strategic flexibility to map different interactive formats to different moments in the customer journey rather than applying a one-size-fits-all template.

Netcore partnered with AJIO to design a gamification-led AMP strategy that matched the rhythm of the sale itself. Instead of sending the same promotional email template throughout, the team mapped different interactive formats to different moments in the customer journey.

Phase 1: Sale Discovery via Product Carousel

At the start of the sale, AJIO used an AMP-powered product and category carousel to showcase multiple sale categories and hero products inside a single email. This format helped reduce clutter while making browsing easier and more intuitive. Users could browse key categories without leaving the inbox, explore multiple offers and hero products in one compact experience, and move faster toward the most relevant category pages. By making exploration easier at the top of the funnel, the carousel helped turn early attention into stronger commercial intent.

Phase 2: Festive Engagement via Bhaidooj Tap-to-Reveal

For Bhaidooj, AJIO launched a Tap-to-Reveal AMP experience that invited users to uncover festive gift ideas and surprises for their brothers. Instead of presenting a static festive promotion, the email introduced an element of play and discovery directly inside the inbox. The experience added a gamified festive layer to the communication, built curiosity and excitement through hidden reveals, and encouraged active participation instead of passive scrolling. This made the email feel more immersive and occasion-relevant, while keeping the focus on gifting discovery.

Phase 3: Conversion Urgency via Spin the Wheel of Savings

Towards the end of the sale, AJIO deployed a Spin-the-Wheel AMP email that allowed users to unlock savings interactively. This reward-led mechanic created a fresh burst of excitement at a moment when shoppers typically need an extra push to convert. The format helped create urgency during the sale exit phase, re-energise the inbox with a fun, reward-based mechanic, and drive last-minute conversions from fence-sitters. By combining interactivity with urgency, AJIO turned sale closure into a high-conversion moment rather than a routine final reminder.

Consultative Partnership

Netcore’s team worked closely with AJIO’s CRM and marketing team throughout the campaign, from initial strategy design through to execution. This included identifying the right AMP format for each stage of the sale journey, aligning interactive mechanics with the brand’s festive merchandising calendar, and ensuring each email had a distinct role to play: discovery, festive engagement, or conversion urgency. The collaboration ensured the campaign was not just a creative experiment but a structured, performance-led initiative with clear commercial objectives at every stage.

By using gamified AMP formats across the sales lifecycle, AJIO achieved more than higher engagement. It created measurable revenue impact at multiple stages of the customer journey.

Sale Discovery: Product Carousel

• 1.3x uplift in revenue compared to static promotional emails sent during the same sale window
• Multi-category discovery within a single email reduced friction and improved click-through to the most relevant sale pages

Festive Engagement: Bhaidooj Tap-to-Reveal

• 1.12x higher revenue from the gamified Bhaidooj experience versus standard festive promotional emails
• Active participation through hidden reveals drove stronger engagement than passive scrolling through discount grids

Sale Closure: Spin the Wheel

• 2x higher revenue from the Spin-the-Wheel sale-closure email, the highest-performing AMP format in the campaign
• The reward-based mechanic converted fence-sitters during the final hours of the sale, a period where standard promotional reminders typically see diminishing returns. Industry benchmarks for end-of-sale email campaigns typically show declining engagement; AJIO’s interactive approach reversed this pattern.

Beyond the Numbers

• AJIO established a differentiated inbox experience during the most competitive festive window, standing apart from category peers who relied on static discount-led email templates
• Email was repositioned from a broadcast channel into a performance and experience channel, with each AMP format solving for a specific stage of the sale lifecycle
• The campaign created a reusable AMP playbook for discovery, gifting, and urgency moments that can be extended to future sales events without increasing communication fatigue

The Big Bold Sale campaign gives AJIO a scalable blueprint for festive, lifecycle-led AMP communication. The learnings can now be extended to other high-intent moments where shoppers need discovery, motivation, or a final nudge to convert. This opens up opportunities for occasion-led, interactive sales campaigns mapped to customer intent, reusable AMP playbooks for discovery, gifting, and urgency moments, revenue-backed experimentation beyond static discount creatives, and a more differentiated festive email presence without increasing communication fatigue.

The campaign demonstrates that AMP is not just a format innovation for AJIO. It is a performance lever that, when applied thoughtfully across the customer journey, turns email into a high-impact revenue channel for the brand’s biggest sale moments.