MAM
West Bengal govt initiates cleanliness campaign in Kolkata
KOLKATA: As part of the ‘Porishkar Kolkata’ campaign, an extension of the Clean City-Green City initiative of the West Bengal government, more than 50 colourful bins and vats were distributed among hawkers at the Camac Street section in Kolkata.
Students, businessmen and citizens initiated a unique cleaning drive by educating street vendors and hawkers about keeping the city spic-and-span and distributed garbage bins to help them out. Not only this, school children carried placards to involve the people and generate awareness.
“Though there is a lot of buzz on cleanliness and hygiene, there is a lack of awareness on an individual basis, especially among communities such as the hawkers. We are educating them on the basics and making sure they also ensure their customers keep the surrounding area clean,” said Rotary Club of Calcutta Midtown president Bhupesh Kapoor.
Organised in collaboration with Indian steel producing giant Steel Authority of India Limited (SAIL) and the active support of the Kolkata Municipal Corporation (KMC), the Rotary Club of Calcutta Midtown aims to roll out more such programmes in phases, targeting various zones and communities.
Street vendors were also taught proper ways to dispose waste. As part of Swach Bharat initiative many state governments and other organizations have decided to embark on the cleanliness awareness drive after the campaign was announced by the BJP-led government last year.
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.
