MAM
A47.in teams up with Tinkle Comics
Mumbai: A47.in, the brand that celebrates the coolest stories, is to announce a special collaboration with Tinkle Comics, launching an exclusive collection on 17 September, in honour of Uncle Pai’s birthday, the visionary founder of Tinkle Comics. This limited-edition drop brings Shambhu, Suppandi, and Tantri the Mantri to life with unique & exclusive designs across oversized t-shirts, hoodies, and sweatshirts.
Blending the nostalgia of Tinkle Comics with A47’s mission to celebrate India’s rich cultural legacy, the collection is designed by A47’s in-house creative team. Fans can now wear the beloved characters with pride, adding a piece of comic history to their wardrobe.
Each design is sure to evoke a sense of childhood joy while offering a contemporary, stylish appeal for today’s generation, in fashion-forward designs that reflect Tinkle’s charm and wit. This collaboration also marks a fresh and modern approach to Tinkle’s legacy, blending nostalgia with contemporary style.
“We’re so happy to partner with Tinkle Comics for this special launch. It’s a tribute not just to the characters we grew up with, but also to the legacy of Uncle Pai, who gave us these tales. At A47, we stand for celebrating India’s incredible stories, from ISRO to the Armed Forces, and with Tinkle, we continue this mission by honouring a brand that has entertained and inspired generations. It’s more than just merch, it’s a celebration of memories and stories that shaped us,” said A47 founder & CEO Bhavik Vora.
Added Amar Chitra Katha Pvt. Ltd president and CEO Preeti Vyas, “We are thrilled to bring to consumers the magic of Tinkle through this collaboration with A47. Tinkle characters have always been more than just comic figures—they are friends, mentors, and sources of endless laughter for readers across generations. Over the past few years, Tinkle has expanded its offering to its fans beyond just books, through various transmedia offerings including animation, gaming and apparel. We are very impressed with the work A47 has been doing in connecting India’s young consumers with products that symbolize post-independence pop culture and India pride and are thrilled that they have chosen to introduce Tinkle’s iconic characters through an exclusive apparel range. As part of the launch, Tinkle and A47 will also roll out special giveaways, influencer collaborations, and contests, encouraging fans to share their Tinkle-inspired looks.”
With Tinkle continuing to be a favourite among readers across generations, this collection taps into the brand’s lasting popularity. As part of the launch, Tinkle and A47 will also roll out special giveaways, influencer collaborations, and contests, encouraging fans to share their Tinkle-inspired looks.
The range will go LIVE on www.a47.in
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.
