MAM
Tata Motors to initiate mass media campaign for Sumo Gold
BANGALORE: Tata Motors Ltd. (TML) will be initiating a mass media communications campaign for the new variant of its Sumo- Gold over the next few days. The campaign will include television, newsprint, outdoor and online media.
“Our media buying company Lodestar has prepared a comprehensive media plan for the new Sumo Gold,” said TML head of Utility Products Vehicle Group Ashes Dhar.
About four months ago, during the first phase, TML had launched the Sumo Gold in a few markets like Maharashtra, West Bengal, NCR region, UP, etc. TML says that the response has been good and it has seen the sales volumes tripling with the new Sumo Gold.
The second phase of the launch is now on and among some the regions that the Sumo Gold is being launched include the northern belt of the country, Madhya Pradesh, Andhra Pradesh and Karnataka.
The Sumo Gold was launched in Bangalore today. The company plans to push the sales of the vehicle through a national level mass media campaign, informed TML officials.
For television, TML has planned to air TVCs on GECs, news channels, Doordarshan, and regional channels such as those belonging to the Sun Network, Asianet in Kerala, TV9 and Mahuaa, Maa TV among others. On the Internet, a TVC will be placed on YouTube today, besides which TML plans to use Google ad words among other initiatives.
O&M handles the creative duties for Tata Sumo Gold.
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.
