MAM
Luminous Power Technologies launches new TVC with brand ambassador Sachin Tendulkar
MUMBAI: Luminous Power Technologies, a brand in the power backup, home electrical and residential solar space, announced the launch of their new TVC campaign featuring their brand ambassador- Sachin Tendulkar. Through this campaign, created by 82.5 Communications, Luminous intends to draw more attention to its long-lasting inverter batteries, in a striking, unconventional and appealing manner.
The film tells the story of a scrappy young underdog whose strength and determination exceeds the viewers’ expectations. Set in the context of a ‘Kabaddi’ match playing out in the narrow street lanes of a humble locality, the film tends to make the audience feel nostalgic, while also reinforcing its core proposition, and leaving a smile on their faces. This, coupled with Sachin Tendulkar’s trustworthy and likeable on-screen presence, successfully drives the point home.
Talking about the new campaign, Sachin Tendulkar says, “It is always a pleasure to be part of Luminous campaigns, and this one is all the more special, as it took me back to my childhood memories. While shooting, I could relate so much with the children and their stupendous energy levels. Their zeal and passion reminded me of my days of practicing with my Guru and mentor – Achrekar Sir. The fervor was such that even in the dark and barely visible grounds, I couldn’t keep myself from practicing. Relating this vigour to the long-lasting inverter batteries is Genius and yet so seamless. Working on this campaign was a great experience altogether and I look forward to more such campaigns in the years to come.”
Introducing the new campaign, Luminous Power Technologies senior vice president marketing Sachin Bhalla said: “Luminous is considered one of the most reliable brands when it comes to inverters and batteries. Our campaigns so far have been focused more on our inverters than our batteries. Through our new campaign, we wish to put emphasis on Luminous’ high-performance batteries which are amongst the longest lasting batteries in the country. We are thankful to Sachin for his continued patronage with the brand. His presence on the screen brings great value and helps us building a greater brand connect with our end users.”
The TVC has been conceptualized by 82.5 Communications. Talking about the simple yet very powerful and relatable campaign concept, 82.5 Communications chairman and CCO Sumanto Chattopadhyay said: “Kabaddi is a quintessentially Desi sport in which a player must ‘raid’ the opponents’ side while resisting being tackled, and then return to his side safely, all in one breath. We have drawn a parallel between this demonstration of endurance with that of long-lasting Luminous batteries. Sachin Tendulkar endorses the brand with genuine warmth and enthusiasm.”
Chandana Agarwal, President, 82.5 communications added, “Working on communications for inverters and batteries is never easy as they tend to get very dull and clinical. This time, fortunately for us, we had a very interesting brief which was single minded and emphasized long lasting inverter batteries. We took this as an opportunity to humanize the product and bring about humor and nostalgia alongside our key proposition. We have attempted to make it crisp and universally understood. We had a great time working on the creatives as it brought out the child in all of us and we hope that it brings out the same emotion in everyone who sees it.”
As per 82.5 Communications executive creative director and creative head Mayur Varma, “A kid with long-lasting enthusiasm. A cricketer with a long-lasting career. Perfect ingredients for an ad for Luminous long-lasting Inverter Batteries.”
Sachin Tendulkar was roped in as the brand ambassador for Luminous Power Technologies in 2010. The company has recently extended its partnership with Sachin by another five years till 2024.
MAM
Madison World to launch AI platform M BrAIn for media planning
Agency group invests about $1 million as it shifts to AI driven growth planning.
MUMBAI: If media planning once ran on spreadsheets and gut instinct, the next chapter may run on algorithms and curiosity. Madison World is preparing to roll out the first version of its proprietary artificial intelligence platform Madison M BrAIn in early April, as the independent agency group accelerates its transition toward AI driven planning and product led media services.
The platform, expected to involve an investment of around $1 million, is designed to reshape how the agency approaches strategy by combining internal knowledge, external data sources and advanced AI models into a single intelligence ecosystem.
According to Madison Media, OOH and Hiveminds partner and group CEO Ajit Varghese the initiative forms part of a larger structural rethink within the organisation. “Traditionally agencies built frameworks around media planning and allocation. We are redesigning that structure into what we call a Growth Planning System (GPS),” Varghese said.
The shift reflects a growing belief that effective media strategy must begin earlier in the decision making process. Instead of jumping directly to channel allocation, planners must first decode the market itself identifying consumer barriers, purchase triggers and the core challenges facing a brand.
Once those insights are mapped, agencies can build clearer growth agendas for clients and design media strategies that connect more closely with business outcomes.
To support that approach, Madison has built Madison M BrAIn as what it describes as a human AI cognitive ecosystem. Acting as a central intelligence hub, the platform aggregates proprietary insights alongside external data sources and large language models, enabling planners to access deeper market intelligence before building campaign strategies.
Varghese said one of the core objectives is to democratise knowledge across the organisation. “In the past, this level of understanding was largely available to senior leaders or experienced strategists. With Madison M BrAIn, even a junior planner should be able to access the same intelligence and approach clients with a far more informed perspective,” he said.
The agency has already implemented the new planning philosophy internally and completed three months of testing for the AI platform, with early trials showing encouraging results in terms of learning capability and system performance.
While the first version relied on global large language models, Madison is now developing its own proprietary Small Language Model (SLM) to serve as the core of the M BrAIn ecosystem.
“The SLM will be able to read global LLMs, but the LLMs cannot read the SLM,” Varghese explained. “That ensures all the intelligence we build remains within the Madison ecosystem and strengthens our proprietary knowledge base.”
The first version of Madison M BrAIn is expected to go live in early April, with a more refined version targeted by the end of June. Over time, the platform will integrate additional external data streams and APIs including consumer insight platforms, social listening tools and client datasets.
These integrations are expected to enhance the system’s learning capability and enable it to generate increasingly sophisticated strategic recommendations.
Although the platform is currently being deployed for internal use, Madison sees potential for it to evolve into a licensable product in the future.
“At the moment, our focus is to stabilise and strengthen M BrAIn internally. But over time there is potential for this to become a product that could be licensed externally,” Varghese said.
The AI platform is also part of a wider technology transformation underway at the agency group. Alongside M BrAIn, Madison is building a broader digital infrastructure called the Catalyst operating system, which aims to integrate operational processes, data and product platforms into a unified ecosystem.
This broader technology stack could require an additional $1 million to $1.5 million investment over time, though spending will be phased and reviewed regularly.
“We are evaluating progress every three months and prioritising the most critical capabilities first,” Varghese said.
Madison expects the full AI and operating ecosystem to be fully functional within 12 to 18 months, positioning the agency to combine human strategy with machine intelligence as the advertising industry enters its next data driven phase.
