Mivi has rolled out a campaign, 'Buds with Brains', to spotlight its wireless AI-buds.

Conceptualised by The Womb, the campaign comprises a series of short films.

The first film introduces Mivi’s AI-powered headphones in a dramatic auditorium setting. A presenter engages the audience by unveiling a sleek pod, resembling a familiar competitor's product and teases, “It’s just fancy air,” subtly taking a dig at rival earbuds. He then reveals the Mivi AI Buds and demonstrates their capabilities by interacting with the device, bringing its intelligent features to life.

The second film consists of a series of short clips showcasing the AI Buds in action across everyday scenarios - from offering nutritional tips to assisting in the kitchen - highlighting how seamlessly the headphones integrate into real-life moments. It also depicts that the Mivi AI buds can understand eight local Indian languages. 

What we think about it: Cleverly blends subtle competitive banter with futuristic storytelling, positioning buds as more than just audio gear but as intuitive companions. By rooting the tech in relatable, everyday moments, the film makes a compelling case for earbuds that feel less robotic and more human.

Midhula Devabhaktuni, co-founder, Mivi, said, "It’s not just about creating an AI that knows everything; it’s about creating an AI that knows you. Other AI agents are essentially task bots that follow instructions. Mivi AI builds relationships - it remembers, it understands, and it responds in ways that are meaningful. The Womb’s articulation of 'Buds with Brains' embodies this vision, and we're excited to share it with the world.”

Heval Patel, COO, The Womb, added, "We didn’t want to do a standard tech launch. We needed to show people how this revolutionary AI could live in their everyday moments. Multiple rounds of research with consumers, from the product development phase to campaign planning, revealed that the AI-buds were not only disruptive technology but also solved many latent needs in our consumers’ everyday lives. That’s why we built the campaign around relatable, human-like interactions through these five avatars. 'Buds with Brains' is a confident, fresh take on what AI can and should feel like."

CREDITS:

Client: Mivi 

CMO and co-founder: Midhula Devabhaktuni 

CEO and co-founder: Viswanadh Kandula

Agency: The Womb 

Co-founders: Kawal Shoor & Navin Talreja

COO: Heval Patel

CCO: Suyash Khabya

Creative: Siddharth Mehta, Makarand Berde and Anwesha Guha

Planning: Neha Punjabi, Adit Jhaveri

Account management: Wayne Oliver, Smita Sodhia and Mariam Jhabuawala