MAM
Entrepreneur Mahendra Jangir launches HEARFIT: A premium accessories brand
Mumbai: Mahendra Jangir, former founder of Hearmo, re-enters the tech scene with the unveiling of his latest venture, HEARFIT. The tagline “we connect, we thrive” signifies the brand’s commitment to delivering cutting-edge technology and sophisticated aesthetics across four distinctive product categories.
HEARFIT introduces a diverse line-up of categories designed to meet diverse consumer needs:
HEARBUDS: Merging design with advanced audio technology, Hearbuds promise an immersive audio experience, setting a new benchmark for ear-worn devices. Whether you’re a music aficionado or on the go, Hearbuds aim to deliver the perfect auditory companion.
WRISTIME: Redefining high-end smartwatches, Wristime seamlessly blends aesthetics with advanced functionalities. It promises to be a comprehensive wearable that integrates into the modern lifestyle, catering to both fitness enthusiasts and tech-savvy professionals.
EARTUNE: Providing a personalised and comfortable audio experience tailored to individual preferences, Eartune offers a revolutionary approach to personal wired audio. Whether you’re in the office, commuting, or enjoying downtime, Eartune is designed to elevate your audio journey.
WARGER: In the realm of chargers, Warger merges practicality with innovation. It offers a stylish solution to the common challenge of device battery life, providing users with a convenient and stylish way to stay powered up on the go.
Each category promises something unique, reflecting HEARFIT’s commitment to pushing the boundaries of possibility in the premium accessories space.
HEARFIT founder Mahendra Jangir states, “HEARFIT is a vision to connect and thrive in the world of premium accessories. We believe in pushing the boundaries of innovation and style to deliver products that resonate with our consumers’ diverse needs.”
Meet the all new HEARFIT –
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.
