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Publicis90 gets applications from 90 countries; including idea for travel portal in India
MUMBAI: Just two weeks after the launch of Publicis90, the Publicis Groupe’s initiative to celebrate its 90th anniversary has gained a positive momentum.
The applications come from more than 90 different countries, including primarily the United States, the United Kingdom, India, Brazil, Germany and Israel as well as France, where 29 per cent of entries have been made.
The range of projects is extremely diverse and reflects the creativity possibilities of the digital world. Mobile, content and ad-tech are the most represented sectors. Among many others, some of the projects submitted are: a travel portal in India, a collaborative art platform in France, an application for taxis in Germany, a new in-store payment solution in the UK and a crowdfunding platform dedicated to mothers in the United States.
Thanks to the mobilisation of all Publicis Groupe agencies, over 50,000 people have visited the Publicis90 website from all over the world. As of 1 February, close to 1,936 people have registered to enter their projects and 795 have completed their applications to be one of the 90 projects or start-ups that will be selected and funded by Publicis Groupe.
Two thirds of the entries are pre-existing start-ups. Publicis Groupe employees represent 18 per cent of participants and six per cent are students.
Entries are open until 29 February and anyone – Publicis Groupe employees, students, start-ups, or anybody with a good idea, can submit his or her application. The 90 projects or start-ups that will be selected will benefit from funding of between €10,000 and €500,000, one year of mentoring with a Publicis Groupe executive in marketing, communication and management, and finally an invitation to participate at Viva Technology Paris, the major digital event organized by Publicis Groupe and Groupe Les Echos from 30 June to 2 July, 2016 in Paris.
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.
