MAM
Ramraj Cotton plans media spends of Rs 200 mn, ropes in Arun Sarja as brand ambassador
BENGALURU: Ramraj Cotton, South India based male innerwear, white shirts and dhoti major, plans to spend between Rs 170-200 million towards mass media communications in the year even as it nurtures ambitions of having a pan-India presence.
The brand has roped in South Indian actor and film director Arju Sarja as brand ambassador. Sarja has acted in Tamil and Kannada films as well as in a few Malayalam and Telugu movies.
Despitehaving a strong presence in Karnataka, Ramraj is eyeing a higher market share in the state. Sarja recently launched its first shop-in-shop in Bangalore.
Ranraj’s mass media communication plans include television and its ads are beamed across all the major channels of the Sun Network, the Star Network’s channels as well as the channels of the ABCL group (TV9). Besides television, the brand uses outdoor and print media for mass media communications.
Ramraj claims a 70 per cent market share in the four southern states in the dhoties (a male sarong worn on the lower part of the body) and white shirts segment. With one of its manufacturing facilities at Tiuppur, it also manufactures and exports garments to and for a number of international brands.
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.
