MAM
LenDenClub pushes “how lending for a day leads to earnings” concept
MUMBAI: What if every day could feel like a celebration?
Indian peer to peer (P2P) lending platform LenDenClub is working on making this dream a reality with its latest campaign, “Banao har din ho khaas, daily earnings ke saath.”
The campaign takes a playful yet impactful approach to showcase how daily earnings can turn life’s little hurdles into empowering victories, proving that financial stability doesn’t just balance the books—it uplifts the spirit with LenDenClub’s new offering- which is the daily earnings option. The advertising aims to create awareness that the new option allows lenders to earn income daily, with both interest and principal repayments credited directly to their bank accounts, providing consistent cash flow for daily expenses or long-term financial growth. The campaign, now live on YouTube and Instagram, highlights this innovative daily earning solution.
With the tagline, “Banao har din khaas, daily earning ke saath,” the campaign dives into the challenges and triumphs of everyday life with two hilarious and heartwarming ad films featuring MTV Roadies fame Suchit Vikram Singh, actor Vivek Raaj Sharma (Surrogacy [2021], Bewafai [2023], Freaky Night [2022]) and Deepak B. Daryani (Sikandar Ka Muqaddar [2024], Officer [2018], Bose: Dead/Alive [2017]).
The campaign’s tone blends humor with heart, ensuring that audiences feel both seen and entertained.
Video 1: Debit vs. Credit – A Tale of Two Perspectives
Meet Mr. Debit, forever frazzled by endless debits, and Mr Credit, who effortlessly sails through life thanks to his daily earnings from LenDenClub. The punchline? Daily credits can flip your world from stressed to blessed. Their playful exchange reveals how consistent daily earnings can bring a sense of ease and relief in the face of everyday frustrations.
Link to the ad film: https://www.youtube.com/watch?v=e4lHLKxZZEU
Video 2: Daily Gifting – The Envy-Inducing Surprise
Imagine receiving a delightful “gift” every day. Mr Profit does, and it’s not long before his curious (and envious!) neighbor discovers the secret behind the joy—LenDenClub’s daily earnings. The result? A new convert to the daily earnings tribe and a very happy ending. The scene humorously captures how these daily credits can transform an ordinary day into something extraordinary, making even the simplest moments feel special.
Link to the ad film: https://www.youtube.com/watch?v=EIwT7Lp1i8g
LenDenClub co-founder & CEO Bhavin Patel said: “We wanted to tell a story that resonates with every individual who has ever felt the weight of financial stress. Through inspiring narratives, ‘Har Din Ho Khaas’ highlights how our daily earnings feature from our lending offering can turn ordinary days into something truly special. At LenDenClub, we’re not just offering a financial product; we’re creating opportunities for happiness and stability, one day at a time.”
Aiming to raise awareness of the benefits of daily earnings, ‘Har Din Ho Khaas’ follows the success of LenDenClub’s previous campaign, ‘Invest Like Hardik,’ which featured brand ambassador Hardik Pandya, celebrating the bold spirit of modern investing.
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.
