Ad Campaigns
Odisha’s rich art & architecture inspires Reliance Jewels new campaign
MUMBAI: Reliance Jewels’ has launched a new ad campaign featuring its new festive collection ‘Utkala Where Beauty Rises’, inspired by Odisha's rich art and architectural history.
The film captures patterns and designs that embody the state’s art, tradition and culture, and gives a tour into the culture of Odisha accompanied by glimpses of Odissi music and dance.
Conceptualised by Scarecrow M&C Saatchi, the campaign film features traditional elements and cultural shades of Odisha and is an attempt by Reliance Jewels to exhibit Odisha and its distinctive customs. The video has been shot by Bosco Bhandarkar and produced by Jungle Films. The voice-over is done by celebrity voiceover artist and actress, Manasi Scott. The agency also wrote a Sanskrit shloka for this campaign.
The creative also consists of print shots of the jewellery on models as well as concept shots by photographer Umesh Aher. The music for the campaign is composed by Aman Pant.
Reliance Jewels chief executive officer Sunil Nayak said, "Jewellery communication as a category has become a very seen-it-before kind of imagery. With this campaign, we are looking to break that format and transform the communication into a completely new zone that is quite refreshing to watch and experience for our patrons.”
Scarecrow M&C founder director Saatchi Manish Bhatt added, “It is rare for a brand to give the creative agency an opportunity to explore the rich art heritage of India, its culture, ancient art history, ancient languages like Sanskrit, art forms, and ancient architecture through animation, photography, graphic design, poetry, miniature prop making, and cinematography in one campaign.”
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.
