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.
