MAM
Mindshare India celebrates global ‘Mindshare Day’
MUMBAI: Dedicated at celebrating Mindshare’s tenets of speed, provocation & teamwork and everything that Mindshare globally stands for, Mindshare’ global community celebrates Mindshare Day today, January 13th 2016. Institutionalized three years ago, Mindshare Day was conceptualized with the intention of bringing everyone within the Mindshare team together to celebrate the diversity of their talent, skill sets and great ideas. Mindshare Day is that one-day in the year that commemorates Mindshare holistically.
Commenting on this, Mindshare – South Asia CEO Prasanth Kumar said, “Mindshare Day is the opportunity for all at Mindshare to connect with the entire network. It is our vision to help clients grow their business and profitability through Adaptive Marketing, provocative ideas and new areas of engagement, which we believe can only be achieved through exceptionally driven and skilled talent. We’ve had a phenomenal 2015 and we chose to leverage this special day to celebrate as well as retrospect and give back to society through our initiative with the NGOs. We look forward to raising the bar and collectively motivating ourselves for an even better 2016.”
With a focus on what Mindshare can do globally to make the world a better place through both media experience and helping social causes in every country, Mindshare India decided to open new avenues for under-privileged children. The celebrations with the children from several NGOs took place across all the India offices, where the employees took time out to engage with them through a T-shirt painting activity. These T-shirts were later auctioned off to the employees in order to raise funds for NGOs such as Kalyandeep (Mumbai), Jhanan Mandira (Bengaluru), New Hope & New Life Rest (Chennai) and Literacy India in (Gurgaon).
With the belief in ‘Talent that attracts Talent’, Mindshare India makes great efforts to attract exceptional talent, which has positively impacted their business tremendously. Mindshare strongly believes that to drive change one needs to infuse fresh talent from diverse backgrounds. They also believe in rotating people across jobs to bring in a fresh perspective. The past year has seen remarkable strengthening of teams across verticals with diversified skills. Sharpening talent to create new opportunities and face new challenges is the Agency’s topmost priority, which is evident in the investments they make in the very best training and development team with world-class programmes from Mindshare Global, GroupM Worldwide, as well as a host of domain experts from India and South Asia.
The Mindshare network connects everyone together creating a platform for the free flow of ideas and path breaking work from which all can learn and leverage. 2015 was a landmark year for Mindshare India – winning an impressive array of over 175 awards, organizing the first-of-its-kind Content Day for HUL thereby paving the way for several other clients globally and talent management.
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.
