Ad Campaigns
Tanishq’s Mia partners with Royal Challengers Bangalore’s all-women’s team
Mumbai: Mia by Tanishq, has partnered with the Royal Challengers Bangalore’s first all-women team as their main sponsor. The partnership is a tribute to these remarkable players’ grit, perseverance, sweat, and struggle for creating a space and a legacy for women in cricket nationwide.
After a successful collaboration with Indian Olympic women athletes last season, the jewelry brand is strengthening its long-term commitment to encourage and support women in sports with cricket.
The brand has always been at the forefront of building a symbiotic relationship with a culture of acknowledging, embracing, and supporting women from various walks of life. This collaboration with RCB is a step ahead in making Mia more inclusive and diverse.
Mia’s association with the unrivaled players of the RCB team is the perfect match as each of these players is a true Mia woman who has a unique sense of style, which is not only powerful but also a true reflection of their indomitable spirit and can inspire the women of today.
Speaking about the association, Tanishq’s Mia business head Shyamala Ramanan said, “Our association with RCB women’s team is a matter of great pride. Mia celebrates the modern woman achiever, who is fiercely independent, liberated, unapologetic about her choices, exuberates confidence, is a go-getter, and whose aura lights up everyone’s lives. All the women players are trailblazers and each one of them is independent, a dreamer, an achiever, and self-expressive – they espouse everything that a Mia woman is. The association has brought in perfect synergy as Mia is a brand for the contemporary Indian woman who believes in realizing her dreams and that she is limited only by her vision which is exactly what our athletes believe in.”
Speaking on the occasion RCB head & VP Rajesh Menon said, “RCB is thrilled to partner with Mia by Tanishq, a brand that fits perfectly with our vision on the WPL franchise and how we wish to scale our marketing program with the help of like minded partners. We look to build on the integrated marketing & communication plan from this season to a longer-term partnership.”
The brand has presented a short film to cheer up the team member’s lively personalities and vivacious attitude with #SheGotGame.
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.
