MAM
Reema Jain rides off into sunset, resigns as chief information & digital officer at Hero Motocorp
MUMBAI: Hero Motocorp is about to lose one of its digital superheroes. Reema Jain, the driving force behind Hero’s ambitious digital transformation, decided it’s time to hang up her cape and ride off towards fresh adventures. After steering Hero Motocorp through a whirlwind digital overhaul spanning R&D, supply chains, marketing, and customer engagement, Jain officially announced her departure, effective 17 April 2025.
Under her leadership, Hero built a robust platform-product structure, establishing from scratch a dream team specialising in data science, digital engineering, cyber security, connected platforms, martech, and cloud computing. Jain masterminded key revenue-driving platforms like direct to customer, a slick customer app, and eFin, a finance aggregator platform.
Before her time at Hero, Jain brought digital dynamism to Vodafone Idea, Unilever, and GE, showcasing an unmatched ability to weave tech magic into corporate giants. Her tenure included significant roles such as chief digital officer at Vodafone Idea, IT director at Unilever, and multiple leadership roles at GE.
Now, as Jain moves on, Hero Motocorp faces the challenge of filling the sizeable shoes she leaves behind. The question isn’t just who will follow—but who dares to?
As Hero prepares to wave goodbye, one thing’s clear: Jain rewrote the digital rulebook.
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.
