Brands
‘Unpack Your Dreams’, advise cricketers
MUMBAI: Aristocrat has appointed Indian cricket champions Rohit Sharma and R. Ashwin as its ambassadors to endorse the brand’s new identity and stylish product line.
Repositioning the brand with a fresh outlook, Aristocrat will now have a new logo with a tagline that says, ‘Unpack Your Dreams’ which is aimed towards individuals who are ambitious and constantly pursue their passion.
Sharma said, “All of us dream, but very few of us live the dream. Somewhere along the way, we lose sight of our vision. Ever since I was a young kid it was my dream to play cricket for the country. Now, when I look back, I know that it wouldn’t have been possible had I not given it my all. It was only through self-discipline and practice that I managed to achieve this.”
Ashwin says, “As a cricketer, I am always travelling, be it for practice sessions or for a series and having reliable travel gear is of utmost importance.” Expressing her views on the partnership, V.I.P Industries managing director Radhika Piramal says, “We are delighted to have two powerful players to endorse Aristocrat. They have passionately followed their dreams and have managed to become one of the best cricketers in the world.”
V.I.P Industries sales and marketing vice president Sudip Ghose added, “With the repositioning, we wanted to extend our product offering with a new collection and create a fresh appeal for the brand, keeping in mind the evolving consumer and industry trends. We believe our new brand ideology and ambassadors will resonate with a younger audience who are passionate about their dreams and follow them no matter what.”
The digital film will go live from 14 January across all social media platforms of Aristocrat.
Brands
Netflix acquires Ben Affleck’s AI film-tech firm InterPositive
Streaming giant picks up production startup to streamline digital filmmaking
LOS ANGELES: Netflix has officially acquired InterPositive, an AI film-technology startup founded by actor and director Ben Affleck. The move marks a significant investment by the streaming service into assistive AI tools designed to support the technical side of movie production. While many AI companies focus on generating new images or scripts, InterPositive focuses on the logistical challenges of filmmaking. The firm’s technology is designed to handle technical tasks that often delay post-production, such as correcting lighting inconsistencies and ensuring visual continuity across different takes.
The acquisition is not about replacing human actors or writers. Instead, Netflix intends to use the technology as a digital assistant for directors. The software understands cinematic logic, meaning it can automatically adjust background elements or environmental effects to ensure a film looks polished and consistent without months of manual editing.
In a Netflix post on Thursday, Affleck emphasised that the project was born out of a desire to support the craft rather than automate it. “I knew I had a responsibility to my peers and our industry, to protect the power of human creativity and the people behind it. In creating InterPositive, I sought to do just that,” Affleck wrote. “From the invention of the moving image to the transition to digital, from motion capture to virtual production, technology has evolved alongside the artists who use it. Our shared commitment to continuing this legacy makes joining together a natural next step.”
Netflix chief product and technology officer Elizabeth Stone said, “Our approach to AI has always been focused on meaningfully serving the needs of the creative community. InterPositive’s technology is purpose-built for filmmakers and showrunners to naturally support their visions. We’re excited to welcome the team to Netflix and continue building a future where technology enhances storytelling, while people remain at the core.”
Netflix chief content officer Bela Bajaria added, “New tools should expand creative freedom, not constrain it. Ben and his team are part of a long tradition of artists leading innovation in storytelling. Their work gives filmmakers more choices, control, and protection for their vision.”
The deal coincides with a broader partnership between Netflix and Artists Equity, the production company led by Affleck and Matt Damon. Following the success of their recent projects on the platform, this acquisition cements Affleck’s role as both a creative and technical advisor to the streamer. Affleck noted that the partnership was a logical fit due to “Netflix’s decades of experience applying and scaling technology responsibly.” He will serve as a senioradvisor for the integration of the technology, ensuring the tools remain focused on helping filmmakers.
For the film industry, this acquisition signals a shift in strategy. Rather than just buying finished movies, Netflix is now owning the specialized technology used to build them. By bringing these tools in-house, the company aims to reduce the rising costs and lengthy timelines associated with high-budget original films while giving their productions a technical edge in speed and visual quality.
