MAM
Cleartrip appoints Manjari Singhal as new chief growth and business officer
MUMBAI: Cleartrip, has announced a key transition as Anuj Rathi exits his role as chief growth & business officer. Taking on the reins is Manjari Singhal, who will now oversee Business, Growth, Marketing, and Customer Experience at Cleartrip.
Over the next month, Singhal will collaborate closely with Rathi to ensure a smooth handover. Rathi departs after a milestone year where Cleartrip surged forward on the back of enhanced user engagement and successful agship initiatives such as Novac 2025 (Nation on Vacation) which saw a record spike in bookings.
Rathi said, “It’s been an incredible ride leading Cleartrip. From flagship events like Nation on Vacation and Big Billion Days to strengthening customer trust, our focus was always on creating a superior product experience. As I move on, I do so with deep pride in the team and confidence that Cleartrip will continue to raise the bar under Manjari’s leadership.”
Flipkart senior vice president Ajay Veer Yadav acknowledged Rathi’s contributions and welcomed the incoming executive. “We thank Rathi for his immense contributions to Cleartrip over the past year. His leadership has helped the platform scale to new heights, and we wish him the very best as he embarks on his next chapter,” he said.
He added, “Travel is a significant focus for us at Flipkart, and we are deeply committed to investing in and scaling the business to unlock its huge potential. We are excited to welcome Singhal into this pivotal role. With her proven leadership, strategic vision, and deep understanding of customer behaviour, we are confident that she will continue to drive growth and lead Cleartrip into its next phase of expansion.”
Singhal said, “Cleartrip has built a strong foundation as a travel-first brand with a customer-first philosophy. I am excited to take on this role and work alongside an exceptional team to unlock the immense potential in travel. With 2025 being a critical year for growth, our focus will be on driving value, enhancing customer experiences, and delivering innovations that make travel simpler and more rewarding for every Indian.”
Since joining Flipkart in 2019, Manjari has worked across various functions, including Events, Customer Growth, and Platform. She currently manages the Beauty, FMCG, and General Merchandise business and is known for her strategic execution and collaborative approach.
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.
