MAM
Martin Sorrell, Deepak Chopra on Mukta Arts’ media institute board
MUMBAI: Whistling Woods International Institute (WWI) for film, television and media arts, the upcoming institute promoted by Mukta Arts, has announced its international advisory board.
Among the eminent professionals on the board include WPP chief Sir Martin Sorrell, new age guru Dr Deepak Chopra, Sir Christopher Bland, Clare Wise and Silicon Valley technocrat Kanwal Rekhi.
Mukta Arts director (business development) Meghna Ghai Puri says, “We feel privileged and honoured to have such eminent personalities on the International Advisory board of Whistling Woods International. This will help materialise our vision of making WWI one of the best centers for film and television education in the world and ensure our filmmakers of tomorrow take this Industry, to the pinnacle of global achievement.”
Situated in Mumbai’s Film City at Goregaon, Whistling Woods is a professional training conservatory that asserts dedication to excellence in motion picture and television craft and to the practical business of making films in India.
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.
