MAM
Urban Company unveils unlimited mental health leave policy for employees
NEW DELHI: In the run-up to World Mental Health Day, home services start-up Urban Company (formerly UrbanClap) has introduced its mental health leave policy, a first in the industry.
Under this employee-centric initiative, employees will be allowed to take unlimited sick leaves if they suffer from any form of mental or physical illness, particularly if the patient has contracted Covid2019.
In addition to the leave policy, Urban Company is making some of the top psychologists of the country accessible to its employees by partnering with the leading mental wellness platform, iWill. Any employee who wants to avail the service can register on iWill, after which they would be connected with a leading psychologist who will address the psychological challenges faced by them. The bill for the doctor’s consultation will be footed by the company.
Mental health is one aspect of human well-being about which people have very little understanding, says Urban Company director HR Suhail Vadgaokar. Identifying and treating the symptoms is more critical than ever in these stressful and anxious times, he adds, while acknowledging that treatment and psychological consultations are quite expensive. “Through such initiatives, Urban Company is not only trying to foster employee overall well-being but also create an environment where people feel safe to talk about mental health issues.”
The company has already implemented various employee well-being friendly policies in the past six months: optional work-from-home till 31 December, granting five additional privileged leaves, and no internal meetings on Wednesdays. A buddy system has been implemented for those living alone in the city. The company also follows silence hours and encourages employees to take personal time off from work.
“We are trying to make a difference in society by creating avenues where mental health challenges can be addressed and resolved,” Suhail stated.
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.
