MAM
Star Sports takes note of the overwhelming fan chatter around the 13th season of VIVO IPL; launches #KhelBolega TVC
MUMBAI: The VIVO IPL fever caught on early this year with fan expectations and chatter pouring in months ahead of the start of the tournament; triggered further with the announcement of the schedule last week. In response to the heightened social media chatter that followed from fans who are questioning their heroes and team in the form of memes and comments; Star Sports, India’s leading sports broadcaster launched Khel Bolega, a TVC along with the BCCI.
Wearing their emotions on their sleeves each year die-hard fans stand by their teams and show up in droves hoping that each Season will be the year history is written. Royal Challengers Bangalore fans have waited for 12 seasons for their dynamic captain to end the drought and bring home the elusive trophy. Fans of Mumbai Indians want their swashbuckling captain to go beyond and break the jinx of just winning in odd numbered years. Whereas fans of Chennai Super Kings have waited long enough to watch their captain Thala or M.S. Dhoni on the cricket pitch again and hopefully lift the trophy this year.
Khel Bolega indicates that the coming season will clearly end the response to all the chatter (#BolBakar ) surrounding VIVO IPL when the player performances will speak for themselves – with the hashtag #KhelBolega, translated in English as – “The Game will do the Talking”. The performance by their favourite teams will also give fans a chance to silence all the #Bakar from opposing fans as well. The TVC, conceptualized by the in-house creative team of Star India, highlights the non-stop fan chatter and features plenty of colorful motifs and pop culture references symbolizing the pan India nature of the VIVO IPL. The fast-paced narration reflects the constantly changing chatter that develops around the VIVO IPL.
The film was released in multiple languages such as Hindi, Tamil, Kannada, Malayalam, Telugu, Bengali across TV and Digital and is a start to an integrated marketing communications campaign to the season. The 13th edition of the VIVO IPL will have an even bigger surround programming with specific fan-based content this year. Both non-live and franchise-based shows have been planned in the run up to the season, with special programming during the length of the tournament. Super Funday will also be back for VIVO IPL Season 13 with the show’s spotlight on kids’ who will have entertaining interactions with cricket experts and Bollywood celebrity guests.
The 13th edition of VIVO IPL which begins on March 29th, will be broadcast in multiple languages such as Hindi, Tamil, Kannada, Malayalam, Telugu, Bengali apart from English and #SelectDugout
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.
