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Dentsu X appoints Arabinda Ghosh as CSO
MUMBAI: Dentsu X, an integrated media specialist from Dentsu Aegis Network, has roped in Arabinda Ghosh as chief strategy officer. He will report to Roopam Garg, chief client officer, dentsu X India and will be based out of Delhi.
Ghosh brings with him extensive experience in research and planning spanning two decades. He has worked with big research firms in India such as the Kantar brands–IMRB, TNS, Millward Brown, and Nielsen.
During his last stint at Kantar, he was the key consultant to Coke and ABInBev for their branding and communication development strategy and has also guided clients on the effectiveness of cross-media impact and how to harness and optimise the consumer journey to achieve the desired brand objectives.
Dentsu X India CEO Divya Karani said, “Having worked with Arabinda on the Tata group media mandate in the past, I am elated once again to have him aboard at dentsu X. In these intervening years, Arabinda has grown tremendously with his rich experience on BAT, Coke and other business. He brings immense value to the company’s capabilities. We are increasingly bringing on board senior talent who can carry forward the learnings of seamless integrated consumer and brand interaction to bear on our clients’ business.”
Ghosh added, “I find dentsu X to be the most cutting edge and innovative media company, which enables me to pursue my dream. I am excited because dentsu X’s vision of ‘experience over exposure’ encapsulates the future of the entire communication eco-system in a pithy way. I look forward to both being able to contribute and learn as we move forward.”
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.
