MAM
Danka Baja Re Sets the Beat as SG Pipers Rally Behind One Team Spirit
MUMBAI:When the drums roll, egos take a back seat. SG Pipers has struck a confident new note with “Danka Baja Re”, its official campaign film for the season, using rhythm, movement and sharp visuals to cement a unified team identity ahead of the tournaments.
The music-driven film brings together players, coaches and support staff under a single creative banner, signalling a shift towards collective storytelling for the franchise. The campaign debuts with the women’s team, in line with the Women’s Tournament kicking off first, and will be followed by a dedicated version featuring the men’s squad.
Structured tightly around the song’s tempo and lyrics, the film blends individual player introductions, on-field hockey skills and bold group shots. Rather than spotlighting a few stars, the narrative ensures every player is visible, reinforcing the idea that SG Pipers’ strength lies in its depth and cohesion.
The campaign was shaped with active inputs from SG Pipers captain Navneet Kaur aligning with the broader vision of APL Apollo Tubes Ltd, chairman and managing director Sanjay Gupta to showcase players as individuals while keeping the team at the core.
Speaking about the film, Navneet Kaur said the process itself mirrored the team’s unity. Every player’s role, movement and skill shot was collectively planned, making the final output as enjoyable to create as it was to watch. She also underlined the importance of visibility for women’s hockey, calling it a necessary step towards sustained support for the sport.
Head coach Sofie Gierts described the film as a pleasant surprise, noting that it captured a diverse group of women living their sporting dreams with confidence and mutual support. According to her, the campaign’s strength lies in how clearly it reflects teamwork, both on and off the pitch.
Beyond the launch film, Danka Baja Re is part of a wider SG Pipers strategy to deepen fan engagement through authentic storytelling. The franchise plans to roll out individual player profiles that explore personal journeys, ambitions and lives beyond hockey, extending the narrative beyond match days.
Shot across training sessions and competitive moments, the film closes on a strong visual of unity and shared ambition. With Danka Baja Re, SG Pipers isn’t just making noise for the season, it’s setting the rhythm for how modern hockey teams connect with fans.
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.
