MAM
Interface Communications creates M&M’s new campaign
Mumbai: SUV manufacturer Mahindra & Mahindra (M&M) has launched a new TVC for the recently launched new Xylo, conceptualised by Interface Communications.
Fashion photographer Atul Kasbekar continues as brand endorser.
The new TVC continues with the Xylo‘s brand promise of ‘Time of your life‘. It aims to give a whole new dimension to Xylo‘s first makeover.
The communication focuses on the makeover as well and highlights the changes in design and styling of the Xylo.
M&M VP – marketing, automotive division Vivek Nayer said, “The creative idea of using a car wash to depict a make over reveals the stylish New Xylo in a fun and clutter breaking manner. And as before, fashion photographer Atul Kasbekar and his models add to the trendy quotient. We are sure that the new campaign will motivate many customers to consider the stylish new Xylo in their next car purchase.”
Interface Communications NCD Robby Mathew said, “Communicating the styling changes in a vehicle can become very literal and boring. Hence the idea of a visit to a car wash which cascades into a car makeover, thus, revealing the stylish new Xylo.”
MUMBAI: Apple just folded a photonics startup into its empire because when you’re building the future of light, sometimes you need to acquire the blueprint. Apple has quietly acquired key assets from invrs.io, a small AI-focused photonics startup, and brought its founder and sole employee, Martin Schubert, on board, according to a regulatory filing submitted to the European Union in October 2025.
The filing reveals that Apple would take over certain assets from invrs.io while hiring Schubert, a research scientist with prior stints at Meta, Google, and Micron Technology, where he worked on advanced display, semiconductor, and optical technologies.
Invrs.io specialised in open-source frameworks for photonics research, the science of controlling and manipulating light, critical to cameras, sensors, LiDAR, and displays across Apple’s ecosystem. The startup’s tools used AI-guided design to accelerate optical system simulation, optimisation, and benchmarking, aiming to make complex engineering more accessible to AI researchers and hardware developers.
Apple has not disclosed specific plans for integrating the technology, but the acquisition points to deeper ambitions in hardware-level AI. Enhanced light-based modelling could refine camera performance in iPhones and iPads, boost sensor accuracy in wearables, optimise spatial computing in Vision Pro, and advance next-generation displays and LiDAR systems.
Though modest compared with Apple’s blockbuster deals, the move underscores the company’s push to embed AI not just in software but in the physical foundations of its devices. As custom silicon and on-device AI accelerate, photonics expertise at the intersection of light and intelligence could prove a key differentiator.
For a company that once revolutionised screens with Retina displays, quietly snapping up a photonics innovator feels like the next logical step ensuring the light inside Apple’s world shines brighter, sharper, and smarter than ever.
