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Unleashing the power of AI and human ingenuity: Mia and Schbang redefine jewellery storytelling
Mumbai: Mia, the renowned jewellery brand known for its trendy, elegant, and playful designs, believes that fine jewellery is a form of self-expression. The brand has established itself as a frontrunner in the industry, consistently setting the pace for innovative designs and pushing the boundaries of self-expression. Mia Jewellery tells a compelling story with each collection and stays ahead of the curve, making it a go-to destination for fashion-forward individuals.
In collaboration with Schbang, a leading creative agency, Mia launched three AI creatives that artfully narrate the stories behind each collection. This groundbreaking collaboration seamlessly blends technological innovation with trendsetting design, enabling Mia Jewellery to connect with its audience in an immersive and personalised manner. By leveraging AI, Mia Jewellery reaffirms its position as a brand that embraces trends and pioneers them.
Mia’s latest collection, ‘Nature’s Finest’, an ode to calm found in nature’s embrace in an urban jungle, is communicated through surreal visuals highlighting nature’s radiating green amid skyscrapers.
Designed with the aesthetics of seashores and waves, the chic ‘Wavemakers’ collection is launched to bring the beach closer to the audience, rejuvenate them, and truly transport them to a beach-state-of-mind. The AI-generated creative dedicated to the collection highlights the timeless beauty of the ocean and seamlessly places this Wavemakers ring in the midst of this beauty.
Inspired by the lush flora that breathes life into the world during the vibrant months of spring, Mia’s last creative vision blossoms into a ring that becomes one with a magnificent bough of cherry blossoms.
Mia’s groundbreaking use of AI and human creativity invites people to embark on an extraordinary journey where each piece of jewellery unveils its own extraordinary tale. Explore the majestic creatives on Mia’s Instagram here.
Schbang Bangalore business head Sushant Vithaldas said, “At Schbang, we believe in the convergence of technology and creativity to elevate brand experiences. This collaboration with Mia enhances the story behind each collection and conveys our commitment to ensure the brand stays ahead of the curve.”
Mia by Tanishq marketing head Sampurna Rakshit said, “Mia is the pioneer of modern new age jewellery which translates beyond bold and versatile designs. We are experimental in our approach and are constantly exploring new ways to reach our audience. Integrating AI to reimagine the communication of our collections helps us better reach our tech-savvy audience, not to mention showcasing these designs in their full glory. We are very excited to have incorporated this cutting-edge technology into our communication.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
