Oriana by GRT launches ‘Milena’ collection with ‘Carved not born’ campaign

MUMBAI: Oriana by GRT has unveiled the ‘Milena Film’, the artistic centrepiece of its new ‘Carved not born’ campaign, conceptualised and created by Schbang. More than just a campaign asset, the film is a bold statement of artistry and intent, celebrating women who carve their own brilliance while spotlighting the craftsmanship of the ‘Milena’ collection.

Inspired by the timeless elegance of art deco, the Milena collection translates bold geometry and structured sophistication into a visual narrative where jewellery takes centre stage. The story unfolds through movement, projection, and cinematography, creating an experience that is as much about emotion as it is about design.

At its heart, the ‘Milena’ film reflects the belief that greatness is not inherited but created. This idea comes alive through the interplay of Kalaripayattu, symbolising discipline and strength, and contemporary dance, representing fluidity and freedom. Together, they form a metaphor for today’s Oriana woman, rooted in tradition yet unafraid of modernity, graceful yet powerful, ambitious yet limitless.

The film pushes the boundaries of jewellery storytelling by blending choreography with AI-generated projections and CGI artistry, elevating jewellery into a larger-than-life protagonist. An original score, fusing Indian classical influences with modern rhythms, heightens the experience and amplifies the story’s sense of power and grace.

Beyond the film, the campaign extends into digital formats ranging from iphone-shot reels to CGI showcases of craftsmanship and AI-powered creatives, positioning Oriana not just as a jewellery brand but as a cultural voice of modern self-expression.

“With the Milena campaign, our ambition was to create more than a jewellery campaign, but an evocative story that honours the artistry of the collection and the spirit of the Oriana woman,” said Schbang, associate vice president, Vrinda Bajaj.

The ‘Milena’ film sets a new benchmark for jewellery campaigns, combining design inspiration, cutting-edge technology, and emotional resonance to reinforce Oriana’s belief that brilliance is not bestowed. It is carved, one choice, one moment, one masterpiece at a time.