MAM
PVR Cinemas ropes in Dharmesh Datta
MUMBAI: PVR Cinemas has appointed Dharmesh Datta as vice president for its alternate content vertical. He commenced his new role from 23 June 2014 and will be based out of Mumbai.
Datta brings with him an experience of over 16 years, having worked in organisations such as Wizcraft International Entertainment, Lintas India, The Times of India Group, Network18 (TV18 Group) and Endemol India. At PVR, he will focus on developing and executing a strategy to stimulate ‘event cinema’ i.e. alternate content initiative.
PVR Pictures President Kamal Gianchandani said, “We are pleased to welcome Dharmesh to the PVR family. His extensive experience in serving large businesses, building properties and consumer insights will be invaluable as we aim to take a step further and go beyond movies to showcase other forms of compelling content at our cinemas. Dharmesh adds the necessary leadership and depth, as we continue to explore new and more meaningful ways to engage our patrons.”
PVR Pictures vice president alternate content Dharmesh Datta said, “I am very excited to be a part of the largest multiplex chain in India. PVR is the most respected name in the film exhibition industry and is known for bringing world acclaimed cinematic content to its viewers in the country. Designing a strategy to monetise alternate revenue streams and building on differentiated properties for PVR will definitely be an exciting proposition for me.”
MAM
Adbhoot weaves AI magic into CottonKing Aura linen campaign
Subtle AI craft brings premium linen’s texture, fall and finesse to life in cinematic film that feels tangibly real.
MUMBAI: Adbhoot has threaded the needle perfectly using AI so invisibly that the real star of Cottonking’s new premium linen range, Aura, gets to shine. The campaign, built around the insight that premium clothing isn’t merely worn but experienced, puts the fabric itself centre stage. Instead of flashy drama or exaggerated styling, every frame focuses on what truly defines Aura: its visible weave, natural drape, soft finish and effortless movement. The result feels so tactile you almost want to reach out and touch the screen.
What sets the work apart is its quiet confidence in technology. There is no “look at our AI” fanfare. Adbhoot treated the tool as a precision filmmaking instrument ensuring consistent model features, accurate proportions, natural lighting behaviour and real-world physics so the film feels polished, controlled and unmistakably premium rather than artificial.
Adbhoot, founder & creative director Vaibhav Pandit explained, “AI is powerful only when it doesn’t announce itself. For Aura, our intent was clear. The fabric needed to feel tangible, the lighting needed to behave naturally, and the model had to remain authentic throughout. We shaped AI around the brief, not the other way around.”
Cottonking director Koushik Marathe added, “With Aura, our vision was clear: to create a premium linen range that feels elevated not just in look, but in experience. Linen is a fabric of character, it breathes, it moves, and it carries a distinct elegance that can’t be replicated. This campaign captures that essence beautifully.”
The campaign marks another step in Adbhoot’s thoughtful approach to modern storytelling, innovation supports the narrative rather than stealing the spotlight. In an era when AI is often used to grab attention, this one stands out by staying quietly honest letting the linen do the talking and the craft do the work.
From weave to wind-blown drape, Aura doesn’t just look premium, it feels it. And thanks to Adbhoot’s restrained touch, viewers are left with the impression of real fabric, real movement, and real emotion rather than pixels and prompts. In the world of fashion advertising, that’s the kind of seamless finish that really leaves a mark.
