Ad Campaigns
Zoya’s new brand film with Sonam Kapoor-Ahuja celebrates being yourself
Mumbai: Zoya, the exquisite diamond boutique from the House of Tata, has presented a new brand film to launch its new autograph collection – My Embrace, that powerfully depicts the brand’s philosophy of finding innate joy in being your most authentic self. Featuring Sonam Kapoor-Ahuja, the campaign evocatively brings to life, the Zoya woman’s bliss in embracing every aspect of her unique journey through life. The film accompanies the launch of Zoya’s new autograph collection ‘My Embrace’ – a signature identifier of the luxury atelier, that continues its tradition of redefining the way fine jewellery is experienced through meaningful pieces of wearable art.
“At Zoya we have always believed that women should be able to celebrate the joy of being just who they are, irrespective of the many roles they play in life. Our new film journeys to the very soul of Zoya, a word which means ‘alive’. Through this campaign we hope to inspire women to powerfully embrace who they are,” said Zoya business head Amanpreet Ahluwalia. “The narrative showcases our autograph collection ‘My Embrace’, a talismanic symbol of self-acceptance, created around the belief that you feel truly alive only when you embrace who you are and are comfortable in your own skin.”
Featuring 26 trademarked designs; sleek bangles, bracelets, pendants, high gloss rings and earring hoops the collection is simple in design yet significant in its craftsmanship making it the ultimate collector’s piece. MY EMBRACE is a Zoya Design Innovation trademarked as a distinguished shaped bangle featuring a singular pear-shaped diamond in a prominent setting. The emotional inspiration of a self-embrace is translated with rich sculptural dynamism into a continuous flow and a harmonious integration of components in a marvel of engineering.
The film features Ahuja blissfully breaking into dance while enjoying a favourite song to delighting in the creativity of her cooking to enjoying moments of reflection in nature or while reading a book, the message of celebrating being yourself is presented through a montage of mundane moments brought alive by her love for herself.
Spring Marketing Capital creative partner & founding team member Ajay Ram said, “The credit for this collection goes to the mastery of the Zoya jewellery design team. The element of the embrace has been crafted into a most elegant form factor. Our attempt was to recreate the design philosophy in an effortless narrative. Collaborating with Sonam Kapoor allowed us to explore her vibe amidst spaces she finds most joy in, setting the right tone for the collection to come alive.”
The campaign will be promoted on outdoor, social media, print, digital, OOH and television and theatres.
Zoya’s ‘My Embrace’ translates the idea of celebrating yourself, just as you are, into a deeply symbolic product that is designed to make your everyday life meaningful.
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.
