MAM
India TV hits play on Filmy Hustle to lift the curtain on Hindi cinema
MUMBAI: Cinema may be larger than life on screen, but the real drama often unfolds behind the scenes. India TV is ready to bottle that off-camera magic and pour it into your headphones with the launch of its latest podcast, Filmy Hustle. Starting 30 March 2025, this 10-episode weekly series will stream every Sunday on India TV’s Smart TV app and Youtube channel. So, grab your popcorn and your cynicism-this one’s not just about glitz.
The show goes full throttle on India’s entertainment machinery, inviting big-league filmmakers, actors, and producers to spill the masala on what really goes down in Hindi cinema. From tantrums to timelines, creative chaos to production pitfalls, the podcast brings raw, honest chats with guests like R. Madhavan, Anurag Kashyap, Ram Gopal Varma, Siddharth Roy Kapur, and Kabir Khan.
Hosted by Aashirwad Theaters Pvt Ltd director Akkshay Rathie Filmy Hustle is produced in partnership with RosePod—a unit of Rose Audio Visuals. It marks a rare (and rather refreshing) alliance between a news network and a production house.
India TV MD Ritu Dhawan framed it best, “The magic of cinema extends beyond what we see on screen. ‘Filmy Hustle‘ is our attempt to bring fans closer to the art of filmmaking by sharing stories from the people involved. These candid discussions about the struggles and achievements of not just directors and actors, but also singers and producers, will offer insightful perspectives, allowing the audience to appreciate the essence of cinema, storytelling, and the hustle behind the screen.”
Rose Audio Visuals founder Goldie Behl added, “We are excited to reach audiences through this innovative collaboration with India TV, marking a unique partnership between a news channel and a production house. For years, Akshay and I have had fascinating discussions about the intricacies of the Indian film industry. This podcast is born from that shared passion, providing audiences with rare insights into its inner workings. In a landscape often shrouded in mystery, we aim to deliver candid conversations and compelling, revealing stories.”
From late-night retakes to last-minute rewrites, this podcast lays bare what it takes to create cinematic magic. If you love films but hate fluff, Filmy Hustle is your Sunday fix.
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.
