MAM
Dentsu launches corporate VC fund with $42 million corpus
MUMBAI: Advertising behemoth Dentsu Inc has established a new corporate venture capital (VC) fund called – Dentsu Ventures Global Fund I, with a total capital of approximately $42 million (five billion yen).
With companies in the US, Europe and Asia as its main targets, the fund will not only provide businesses with capital but will also focus on providing entrepreneurs with extensive business support that leverages the problem-solving resources cultivated by the Dentsu Group to date in order to help them bring innovation to the world.
The changes in the business environment surrounding the Dentsu Group and the advertising industry itself are accelerating, and the importance of open innovation through business collaboration with promising external partners is increasing even more. Under such circumstances the Dentsu Group will, through this fund, promote investment in ambitious venture companies that will create an as yet unseen future as well as open up new areas of development through the provision of business development support to the investees.
The Dentsu Group has to date made proactive investments in venture companies and promoted business collaboration through the Dentsu Digital Fund, a fund managed by its subsidiary Dentsu Digital Holdings Inc. Through investments mainly in venture companies outside of Japan as well as seed and early stage investments in Japanese companies, coupled with the building of a complementary relationship with the Dentsu Digital Fund, Dentsu will accelerate open innovation across the Group as a whole.
The fund will have a seven-year period of operation from April 2015 until March 2022.
Dentsu is looking at investing in areas that can change the marketing and communication business in a broad sense. The VC fund is interested in companies that look at new areas that have a high potential for innovation.
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.
