MAM
FloBiz onboards Pulkit Saboo as director of marketing
Mumbai: FloBiz, a fintech startup and neobank for growing Indian SMBs, has brought Pulkit Saboo on board as director of marketing.
In his new role, Saboo will be responsible for creating and executing FloBiz’s brand and marketing strategy. He will spearhead partnerships and collaborations with a diverse stakeholder ecosystem while curating unique experiences for SMB partners. Saboo will also lead the creative and strategic thinking for brand and marketing functions, said the company in a statement.
“Pulkit is an experienced marketing professional who has led high-performing teams and delivered some of the most memorable campaigns for major brands across categories,” said FloBiz founder and CEO Rahul Raj. “I am confident that under Pulkit’s leadership, we will scale newer heights as we enter into neobanking space and build deeper inroads into SMB space across cities and regions throughout the country.”
Saboo previously served as the senior marketing manager at Ola for India and international markets, Aditya Birla Fashion and Retail, and SABMiller. Armed with the experience of over a decade, he started his career as a software engineer at Infosys. In addition, Saboo is an alumnus of Mudra Institute of Communications, Ahmedabad (MICA).
“The time could not have been more opportune than now for FloBiz to start this digital revolution for the SMB segment,” said Saboo on his new assignment. “With a deep understanding of SMBs’ expectations and pain points, we are poised to change the way of age-old business operation practices through a superior product offering. We are on a mission to deliver an unmatched experience to businesses making their digital transformation journeys.”
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.
