Ad Campaigns
Dinesh Karthik-Dipika Pallikal shine in Mia by Tanishq’s Valentine film
MUMBAI: Can love be wrapped in a small box and topped with diamonds? For Dinesh Karthik and Dipika Pallikal, it certainly can. In the latest Valentine’s Day campaign by Mia by Tanishq, the real-life power couple brings their enchanting chemistry to life, showing how thoughtful gestures transform ordinary moments into extraordinary memories. The heartwarming film blends romance and humour with a dazzling twist, perfectly capturing the spirit of modern love.
The film opens on a delightful note with Karthik, apron-clad and brimming with charm, narrating Pallikal’s morning routine in his signature commentator style as he carries a breakfast tray. Beneath the cloche lies not just breakfast but a Mia Toi-et-Moi ring. The surprise sparks a tender moment as Dinesh transitions from playful commentator to doting husband, delivering a heartfelt Valentine’s proposal.
Pallikal, never one to be outdone, matches his wit with her own cheeky humour. The moment culminates in warmth and smiles as Dinesh slips the dazzling ring onto her finger, celebrating their love with understated elegance and playful joy.
Known for their unwavering love and shared success, Karthik and Pallikal embody the contemporary relationship values that Mia by Tanishq champions—celebrating individuality while cherishing togetherness. Their dynamic chemistry inspires viewers to embrace Valentine’s Day as a time to appreciate partners for their love, support, and understanding.
Speaking about the campaign, Mia by Tanishq business head Shyamala Ramanan said, “At Mia, we believe love is woven into the fabric of everyday moments, the whispered promises, the thoughtful gestures that speak louder than words. This Valentine’s Day, we celebrate the beauty of these delightful surprises and the joy of gifting through our heartwarming film featuring Dinesh Karthik and Dipika Pallikal. Just like their story, we hope every Mia piece you gift your partner becomes a romantic gesture that echoes in their heart, a love that grows brighter with each passing day.”
To make this Valentine’s Day truly memorable, Mia by Tanishq has launched Cupid Edit 3.0, a stunning collection of 40 versatile jewellery pieces inspired by the multifaceted nature of love. With its innovation, elegance, and sentiment, the collection is designed to be the perfect gifting option for every phase and form of love.
Famous Innovations (south) CCO George Kovoor praised the duo’s on-screen magic, saying, “Every year, couples strive to make Valentine’s Day unforgettable. This year, Dinesh Karthik and Dipika Pallikal provide them the perfect inspiration. DK transforms a simple gesture into an extraordinary memory by gifting Dipika a stunning Mia diamond ring. Together, DK and Dipika not only make this Valentine’s Day film exceptional but also beautifully embody everything Mia represents in their own unique and heartfelt way.”
The campaign, produced by Dark Horse Media and directed by Mayur Goel, seamlessly aligns with Mia’s mission to celebrate love in all its authenticity.
Watch the film:
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.
