MAM
Redcliffe appoints Ishaan Khanna as new director – reproductive medicine & genetics
New Delhi: Redcliffe Lifetech US and India unit Redcliffe Labs, on 26 May 2022 announced Ishaan Khanna as director – reproductive medicine and genetics.
Ishaan is a techno-commercial leader with over 19 years of experience in institutional and commercial healthcare businesses. He has effectively built organizations from the ground up and demonstrated success in establishing successful; diagnostic business models in India and abroad.
He started his career as a scientist with assignments spanning across Australia and the UK. After coming back to India he worked in business development leadership roles in Biotech and pharma companies such as Avesthagen and Krishna Antioxidants.
His last assignment was at Lifecell where he was the CEO, Biobank and Diagnostics where he spent over a decade.
He also brought some of the key diagnostic platforms to India for the first time such as QFPCR and rapid genetic testing to support the need of sick infants and pregnant women and building leadership in domains such as newborn screening. In his previous roles, he has built a pan India network of labs and efficient networks, something which he wishes to do at a much larger scale at Redcliffe.
It is also noteworthy to mention that Ishaan has been facilitated with various awards such as the Best Healthcare CEO, Sustainability leader and Start-up Baron.
Ishaan is a gold medalist in bachelors biotechnology, Manipal University, Kasturba Medical College/ Manipal Lifescience School India; and holds masters in biotechnology and masters in enterprise, University of Manchester.
Redcliffe Labs founder Dheeraj Jain said, “Ishaan comes with a rich experience and his work reflects his interest in taking healthcare to the masses, which is exactly in sync with Redcliffe’s philosophy. We are confident that he will perfectly lead this role. This appointment is also important as the Reproductive Medicine and Genetics market continues to grow and evolve, offering great opportunities for players like us in this space. As we continue to experience strong growth momentum, we feel having the right team is key.”
Newly appointed Redcliffe Labs director – reproductive medicine and genetics Ishaan Khanna said, “I am honoured to be associated with Redcliffe Labs at a time when the healthcare and genetics industry in India is witnessing upward growth. I am looking forward to being a part of the Redcliffe team and its growth story.”
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.
