MAM
Shailendra Singh unveils the Jeep for his nationwide rally
MUMBAI: Advertising and brand guru Shailendra Singh embarks on a new mission – One India. My India. A nationwide rally to unite the country and every Indian, breaking barriers of religion, culture, caste, gender, and state. Shailendra will travel right from Kanyakumari to Kashmir over 7000 kilometers, 11 states and 15 cities to spread the message of power through unity, love and harmony.
Along the expanse of India, the rally along Shailendra will stop in 15 cities and meet with local heroes and social equality warriors to ideate, exchange thought and reaffirm the power of One India. My India by showcasing his immensely popular and trending hit song recent Anthem4Good titled One India, My India Ek Bharat Mera Bharat -the mission to unite 1.4 billion Indians across India for unity and peace.
"Today in a world that can easily be influenced by social media trends and stories of divisiveness, of petty culture, and of hate, it has become even important for us as people to embrace our diversities and be united by the love for each other and for this magnificent country of ours. I would like to unite our country through my Anthem4good which was co-created with composer, Mithoon. The Anthem will be played out at every interaction we have with locals. I am actually going door-to-door spreading the message of One Love, literally in that sense", Says Shailendra Singh
Partnering Shailedra on this cross-country unification rally is Jeep India. The automobile manufacturer has contributed three Jeeps that will be used to cover the rugged terrain across the length of the county.
“This exciting journey will be a long one and we definitely needed a vehicle that can endure this massive distance. And who better than Jeep who are known for their technical brilliance and comfortable feel. I’m glad to collaborate with them for this unifying mission”, says Shailendra Singh
Shailendra and his team will live stream the journey on YouTube and Facebook in order to take viewers on the journey with him and showcase the cultural richness of our country.
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.
