MAM
Truecaller appoints Jijendran Ravindran as VP, global business development
Mumbai: Caller ID app Truecaller has announced the appointment of Jijendran Ravindran as vice president (VP) of global business development.
In his new role at Truecaller, Ravindran will be working towards expanding business and growth across markets and report to the chief commercial officer, Kari Krishnamurthy.
Ravindran joins Truecaller from Xiaomi, where he was associate director and the lead for MIUI India. He was responsible for managing and driving the overall business strategy for the brand. Prior to Xiaomi, he was heading app partnership for Micromax in India, Sri Lanka, Russia & Bangladesh. He has also been associated with Airtel and Vodafone in the past.
“I am excited to have JJ on board. And I am confident that he will push our ambitions of having Truecaller in every connected device globally,” said Krishnamurthy welcoming Ravindran. “His extensive experience and accomplishments in his recent past stints will definitely take our efforts to another level.”
Ravindran has extensive experience of working across varied sectors spanning telecom operators, smartphone brands & start-ups. His rich experience of over 16 years includes new partnerships, strategy, business development, operations, marketing, advertising & customer insights. He brings to the table an innate knack for understanding consumers, a bias for action, and people development experience.
“I feel both honoured and humbled on being appointed by Truecaller,” said Ravindran on his appointment. “I firmly believe in Truecaller’s mission and it has been a service I have relied on myself for many years now. I’m also excited about the journey ahead.”
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.
