MAM
Young entrepreneur Shikha Parmar launches “The Bae Club” in India
Mumbai: The fashion and lifestyle industry in India is set to witness a groundbreaking transformation with the emergence of The Bae Club, an ambitious venture that aims to curate India’s largest portfolio of global premium and luxury brands spearheaded by the dynamic 25-year-old Mumbai-based entrepreneur, Shikha Parmar.
“I envision a future where Indian customers can experience an unparalleled range of premium fashion brands right at their fingertips. Our strategy involves collaborating with over 60 esteemed fashion brands from around the world over the next three years. By harnessing data-driven insights, we aim to bridge the gap between global fashion trends and the preferences of the Indian audience,” said The Bae Club founder Shikha Parmar.
Backed by a team of seasoned professionals and supported by the strategic prowess of marketing communications firm Megalodon, Shikha is set to make her mark in the fashion industry. With her visionary leadership, TBC is set to redefine the market’s dynamics, providing customers with an unprecedented level of access to international luxury and premium brands.
The brand has been recently in highlight with celebrities like Alia Bhatt, Shanaya Kapoor and Prajakta Koli wearing its outfits.
TBC’s commitment to innovation and differentiation is evident through its distinctive product offerings. By closely studying consumer data, TBC ensures that the brand assortment resonates with the discerning tastes of Indian shoppers. The venture’s primary mission is to bring the world of high-end fashion and lifestyle to the Indian market, enabling customers to indulge in global trends without leaving their doorstep.
The concept of TBC is not merely about retail; it is a cultural shift that aims to democratise luxury and premium fashion. Shikha Parmar’s vision encapsulates the idea that fashion is a form of self-expression, and every individual deserves the opportunity to embrace their unique style. With TBC, the boundaries of fashion are set to expand, inviting individuals to explore new horizons and celebrate their individuality.
TBC’s partnership with marketing communications firm Megalodon is a strategic move that underlines its commitment to market dominance. Through strategic communication and innovative marketing campaigns, TBC is set to captivate the attention of fashion enthusiasts, creating a buzz that resonates across every corner of the country.
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.
