Mumbai: Independent creative agency The Womb has unveiled its latest campaign titled ‘Buds with Brains’, developed for homegrown consumer tech brand Mivi, marking the debut of the world’s first human-like AI-powered earbuds. The campaign heralds a significant leap in wearable technology, introducing AI-Buds that don’t just execute commands—but converse, connect, and understand like a human.
Developed entirely in India, Mivi AI-Buds represent a breakthrough in intelligent audio experiences. Unlike conventional AI-enabled devices, these earbuds are context-aware, memory-enabled, and emotionally intuitive—capable of engaging in ongoing, meaningful interactions that evolve with the user.
“It’s not just about creating an AI that knows everything; it’s about creating an AI that knows you,” said Midhula Devabhaktuni, Co-founder of Mivi. “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.”
To bring this innovation to life, the campaign features five interactive AI avatars—a Chef, Wellness Coach, Health Coach, News Reporter, and Mock Interviewer—each designed to showcase real-life applications of the Mivi AI-Buds, from offering personalised diet tips to prepping users for job interviews.
“We didn’t want to do a standard tech launch,” explained Heval Patel, COO, The Womb. “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.”
Engineered by Mivi’s in-house R&D team in Hyderabad, every aspect of the Mivi AI-Buds—from wake-word detection to the neural network algorithms—was built from the ground up. The earbuds feature a custom chipset trained on diverse Indian voice datasets, ensuring they understand regional accents and languages with ease.
With this launch, Mivi and The Womb aim to not just release a new product, but to redefine what AI sounds and feels like for Indian consumers. ‘Buds with Brains’ is more than a tagline—it’s a declaration of a new era in accessible, human-centric, intelligent audio tech.
Avatar Shorties –
Credits –
Client – Mivi
CMO & Co-founder – Midhula Devabhaktuni
CEO & Co-founder – Viswanadh Kandula
Agency – The Womb
Co-founders – Kawal Shoor & Navin Talreja
COO – Heval Patel
CCO – Suyash Khabya
Creative – Siddharth Mehta, Makarand Berde, Anwesha Guha
Planning – Neha Punjabi, Adit Jhaveri
Account Management – Wayne Oliver, Smita Sodhia, Mariam Jhabuawala
