Ad Campaigns
Mia by Tanishq partners with Zeenat Aman to revive the disco era
Mumbai: Mia by Tanishq revives the vibrant spirit of the disco era in its latest campaign, partnering with the queen of Indian disco, Zeenat Aman, to showcase the bold and glamorous essence of the 70s and 80s. The campaign brings a touch of nostalgia with a modern twist, blending retro charm with contemporary elegance. As an iconic figure whose style continues to resonate across generations, Zeenat effortlessly embodies the collection’s celebration of self-expression and glamour.
In the film, Zeenat Aman dances to her evergreen hit ‘Aap Jaisa Koi’, bringing a lively and celebratory vibe to the campaign. Adorned in statement earrings, a strobe-light inspired necklace, and an eye-catching multi-diamond ring, she captures the essence of the disco era’s shimmer, shine, and bold fashion. The visuals feature striking colours, dazzling lights, and a retro-modern aesthetic that appeals to both those familiar with the era and today’s youth drawn to its iconic style.
The campaign, conceptualised by Famous Innovations and facilitated by Collective Artists Network, merges timeless charm with modern energy, reminding viewers that true style transcends time. As Zeenat Aman exudes confidence and glamour, the collection’s pieces embody the spirit of freedom, fun, and self-expression, designed for the modern woman who values statement-making style and versatility.
Mia by Tanishq, business head, Shyamala Ramanan expressed her excitement: “We are thrilled and honoured to collaborate with Zeenat Aman, an icon who epitomises the fearless and unapologetic spirit of the disco era. This partnership is a celebration of timeless glamour, connecting the bold energy of the past with the confidence of the modern woman. Zeenat breathes life into this collection in a way that feels both nostalgic and empowering, reminding us that true elegance lies in embracing our inner star. Together with Zeenat, we hope that the bold spirit of Disco continues to inspire, with each piece of the Mia Disco collection designed to make you shine like the icon you are.”
Famous Innovations, chief creative officer – south, George Kovoor added, “Mia is bringing disco back with a collection that is inspired by the glitz and glamour of one of the most iconic eras of all time and what better way to launch the Disco Collection than with the queen of disco herself – Zeenat Aman. Zeenat and the Mia Disco Collection are a perfect match, and the magic is clear for everyone to see. This campaign brings back the memories of the 70s and proves that true glamour never goes out of style and that disco really has no age or era.”
The disco collection is available now, offering a variety of pieces from sparkling earrings to playful rings, perfect for any occasion.
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.
