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Tag: Vrinda Bajaj

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

    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.

  • Imagine by Ample gamifies iphone 17 pre-bookings with ‘Imagine More’

    Imagine by Ample gamifies iphone 17 pre-bookings with ‘Imagine More’

    MUMBAI: Booking a phone just got an upgrade. Imagine by Ample has shaken up India’s premium retail market with its “Imagine More” campaign: a gamified, consumer-first approach to iphone 17 pre-bookings that promises more than just a transaction.

    Conceptualised by creative agency Schbang, the campaign cuts through the usual clutter of offers and queues by focusing on “more offers, more rewards, more experiences.” At the heart of the innovation lies the ‘More Portal’: a seven-day gamified Whatsapp journey that keeps customers engaged from pre-booking to delivery, with surprises, rewards, and interactive touchpoints along the way.

    Ample Group, chief marketing officer, Neha Jindal explained, “With the iphone 17, we’ve gone beyond convenience to create a first-of-its-kind platform that makes the journey fun, engaging, and rewarding. At Imagine, Apple fans don’t just upgrade, they celebrate.”

    Backed by 36 micro-influencers, eight city-specific PR rollouts, and regional storytelling in Tamil, Malayalam, and Bangalore-centric activations, the campaign ensures Apple enthusiasts across India feel both excited and included.

    “This launch was never about just enabling pre-bookings,” said Schbang’s Vrinda Bajaj. “It was about crafting an experience that built anticipation at every step, so Apple fans felt celebrated, not just serviced.”

    With 47 stores across south India and a strong digital footprint, Imagine by Ample has already cemented itself as one of India’s leading Apple-exclusive retailers. By transforming a routine pre-order process into an immersive, gamified journey, it has now raised the bar for how brands can create loyalty and excitement in a crowded market.

    In short, Imagine isn’t just selling iphones, it’s selling the thrill of the wait.

  • Britannia Winkin’ Cow unveils the #WinkinBackTraditions campaign

    Britannia Winkin’ Cow unveils the #WinkinBackTraditions campaign

    Mumbai: Britannia’s beverage brand Winkin’ Cow is adding a splash of joy to this year’s Pongal celebration with a delightful campaign designed to infuse the traditional harvest festival with a modern twist with its all-new Winkin’ Cow AR filter! In the hustle-bustle of urban life, the traditional charm of celebrating Pongal with family has slowly faded away. While the familiar clay pots may have given way to stainless steel, the joyous overflow of milk signifying abundance, though rare, still holds a special place. The age-old chant of ‘Pongal O Pongal’ still echoes in our hearts.

    Conceptualised and executed by Britannia Winkin’ Cow and Schbang, the innovative #WinkinBackTraditions campaign recaptures the magic of traditional Pongal experience. This campaign introduces an immersive AR filter which brings alive cultural rituals in a modern setting.

    You can try the filter here

    The AR filter is a virtual experience of Pongal celebrations. When pointed at a flat surface, it brings alive a pot of milk boiling over on users’ phones. Users are invited to utter the festive phrase, ‘Winkin’ Pongal O Pongal,’ simultaneously harping on the significance of Mattu Pongal. The brand mascot Winkin’ takes center stage in this immersive Pongal setup.

    The AR filter seamlessly transitions from the mascot’s close-up to its familiar position on the product. As the filter ends, Britannia Winkin’ Cow extends warm and cheery Pongal wishes to the audience.

    Speaking about the campaign, Britannia Dairy Industries chief business officer Abhishek Sinha said, “In the dynamic landscape of Tamil Nadu’s market, Winkin’ Cow has become synonymous with thick shakes and consumer love. Pongal, being a cultural cornerstone, is an opportune moment for us to showcase how technology meets traditions. With our AR Filter and the #WinkinBackTraditions campaign, Britannia Winkin’ Cow is re-affirming its dedication to preserving and enriching the diverse roots of our culture.”

    Schbang group brand solutions manager Vrinda Bajaj said, “In a market where Britannia Winkin’ Cow has received overwhelming love, our aim was to reciprocate by offering consumers an immersive experience that sparks nostalgia and redefines Pongal celebrations in the Urban era. Through the seamless blend of technology and creativity, we’ve enabled the urban audience to relive the charm of Pongal in a way that resonates with today’s tech-savvy generation.  This campaign is not just a celebration; it’s a curated fusion of tradition and innovation, bringing Pongal to the audiences’ fingertips like never before!”

    As an extension to the campaign, renowned Tamil Nadu-based influencers like Mani Megalai and Deepika Venkatachalam share their personal Pongal experiences, encouraging their followers to use and interact with the AR filter.

    Britannia’s beverage brand Winkin’ Cow, launched in 2018 as a thick shake beverage brand, achieved an impressive Rs 100 cr revenue in FY22, showcasing substantial growth within its initial three years. The brand offers a delectable assortment of thick shakes, lassi, and cold coffee.