MAM
MediaCom appoints Rathi Gangappa as head west
MUMBAI: MediaCom has brought on board Rathi Gangappa as head west.
She will report to MediaCom India MD Debraj Tripathy and will oversee P&G along with rest of the west businesses that include the VW group, HRI, Vespa and others.
Tripathy said, “I am delighted to welcome Rathi to the MediaCom family. I am confident her varied experience across organisations, both agencies and advertisers, and across categories will help us deliver greater value to our clients. I wish her the very best for a long and enriching career with MediaCom”
Prior to joining Mediacom, Gangappa was at Vodafone as the head of media and was subsequently in charge of developing Vodafone’s mobile marketing product. She has been instrumental in building Vodafone’s leading media identity and driving their strategic media solutions.
Gangappa started her career in Lintas Media after which she moved to Maximize (now Maxus) when GroupM India was formed. In a career spanning over 18 years, Gangappa has worked with clients like Unilever, Hutch/ Vodafone, Tata Motors, Britannia and Walt Disney.
Gangappa said, “I am excited to be joining the talented team at Mediacom and working with some of the most prestigious brands in India. MediaCom has been growing fast and has produced some of the best work in the industry. It is a challenge to keep up the pace and I am looking forward to it.”
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.
