Oriana by GRT unveils the Milena Film, the artistic centrepiece of its new #CarvedNotBorn
campaign, conceptualised and created by Schbang. More than just a campaign asset, the
film is a bold statement of artistry and intent, an expression of celebration, championing
the women who carve their own brilliance and the craftsmanship behind the Milena
Collection.
Inspired by the timeless elegance of Art Deco, the collection translates its signature bold
geometry and structured sophistication into an immersive visual film where jewellery
takes centre stage. The storytelling comes alive 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 philosophy behind #CarvedNotBorn — the belief
that greatness is not inherited, it is created. This duality comes to life through the interplay
of two contrasting dance forms: Kalaripayattu, one of India’s oldest martial arts
symbolising discipline and strength, and Contemporary dance, representing fluidity and
freedom. Together, they create a dynamic metaphor for today’s Oriana woman, rooted in
tradition yet unafraid to embrace modernity, graceful yet powerful, precise in ambition yet
limitless in expression.
The film pushes the boundaries of visual storytelling by blending choreography with
AI-generated projections and CGI artistry to elevate the jewellery into a larger-than-life
protagonist. Every frame is meticulously designed to enhance visibility and showcase
intricate craftsmanship, while simultaneously tapping into trend-forward techniques that
resonate with a digital-first audience. Further heightening the sensory experience is an
original score composed exclusively for the film, a seamless fusion of Indian classical
influences and modern rhythmic layers. The music mirrors the narrative’s emotional rise,
building anticipation as the characters perform their movements, ultimately amplifying
the story’s sense of power and grace.
Through this approach, Oriana steps beyond the boundaries of a traditional jewellery
campaign to deliver a truly immersive storytelling experience. While the Milena Film
anchors the narrative, the campaign extends into a comprehensive social media plan
designed to engage audiences across formats, from authentic iPhone-shot reels offering
styling inspiration, to visually striking CGI videos that spotlight craftsmanship and Art
Deco heritage, to AI-powered creatives that push the brand’s innovation edge. Together,
these formats create a multi-layered celebration of individuality, artistry, and legacy,
positioning Oriana not just as a jewellery brand, but as a cultural voice of modern
self-expression and empowerment.
“With the Milena campaign, our ambition was to create more than a jewellery
campaign, an evocative story that honours the artistry of the collection and the
spirit of the Oriana woman. At Schbang, our goal was simple: to do visual justice to the brilliance of the Milena Collection by blending technology, culture , and design
into an immersive narrative that redefines modern jewellery storytelling.” says
Vrinda Bajaj, Associate Vice President at Schbang.
The launch of the Milena Film sets a new benchmark for jewellery storytelling by
combining design inspiration, cutting-edge technology, and emotional resonance in one
powerful narrative. It captures what every Oriana woman knows instinctively — that
brilliance is not bestowed; it is carved, one choice, one moment, one masterpiece at a
time.
