Brands
Cottonking partners Adbhoot, marks premium shift with ‘Giza’
MUMBAI: Threading luxury into everyday ambition, Cottonking has unveiled ‘Giza’, its premium formal wear line designed for men who wear success as effortlessly as cotton.
In partnership with creative agency Adbhoot, the brand’s latest campaign, “Premium people, premium shirts,” marks Cottonking’s move into the high-end menswear segment. The film blends aspiration with authenticity, spotlighting those who lead by example professionals, entrepreneurs, and modern achievers whose wardrobes mirror their drive.
Spun from the world’s finest Giza cotton, sourced from Egypt’s Nile delta, the collection promises an elevated experience in every stitch. Known for its extra-long staple fibres, Giza cotton brings a rare combination of softness, sheen and strength, offering shirts that breathe with ease and age with grace.
“With Giza, we are elevating comfort into the premium space,” said Cottonking director Koushik Marathe. “Today’s professionals seek formals that feel refined and world-class. This collection reflects that evolution, crafted for those who see their clothing as part of their identity.”
The campaign, conceptualised and produced by Adbhoot, unfolds through a cinematic narrative that marries ambition with sophistication. “Giza isn’t just a collection, it’s Cottonking’s signature in the premium menswear story,” added Adbhoot founder and creative director Vaibhav Pandit. “The line ‘premium people, premium shirts’ encapsulates that spirit perfectly.”
Backed by a 360 degree rollout across television, digital, print and outdoor media, the campaign ensures the Giza name finds its rightful place among India’s evolving style statements.
With Giza following the success of holiday vibes and other standout launches, Cottonking continues to weave comfort, confidence and class into the fabric of modern Indian menswear.
Brands
MakeMyTrip partners with OpenAI to boost AI-powered travel planning
Conversational AI now guides travellers from inspiration straight to booking
GURUGRAM: MakeMyTrip, India’s leading online travel company, has teamed up with OpenAI to bring a fresh twist to AI-driven travel planning. The collaboration integrates OpenAI’s APIs into MakeMyTrip’s app, making it easier than ever for travellers to move from chatting about dream trips to booking them.
The move centres around MakeMyTrip’s Myra interface, a GenAI trip planning assistant that now handles over 50,000 conversations a day in languages ranging from English and Hindi to Tamil, Telugu and Bengali. Myra helps travellers explore options, create itineraries and book flights, hotels and extras without the usual hassle of searching and filtering.
MakeMyTrip co-founder and group CEO Rajesh Magow said, “With OpenAI, we turn curiosity into confident decisions. When travellers start their journey through conversation, MakeMyTrip becomes a seamless extension of that discovery process. AI combined with our travel data makes it possible to deliver personalised, bookable options at scale.”
OpenAI managing director- international Oliver Jay added, “MakeMyTrip is showing how AI can make travel planning feel more like a conversation than a chore. Advanced AI isn’t just about back-end efficiencies, it’s about transforming the way travellers experience and engage with the platform.”
MakeMyTrip has long invested in AI across the travel lifecycle, from inspiration and discovery to booking and post-sales support. Nearly half of Myra’s queries now come from tier-2 and smaller cities, and voice interactions are booming outside metros, making AI travel assistance more accessible than ever.
With this partnership, MakeMyTrip is not just keeping up with AI trends, it’s aiming to lead the way, turning every traveller’s whim into a smooth, bookable adventure.
