MAM
Tribeca taps Ankush Kaul to lead sales & business expansion
Mumbai: Tribeca, the developers of Trump Towers in India has announced the appointment of Ankush Kaul to head the sales and marketing of the company.
Kaul comes with diversified experience spread across the Indian real estate market, financial services and hospitality. Prior to joining Tribeca, he has held multiple leadership roles at notable real estate companies such as DLF, Ambience, M3M and Central Park where he has overseen sales in excess of a billion dollars.
Welcoming Kaul to the team, Tribeca founder Kalpesh Mehta Developers said, “I am delighted to have someone as sharp and experienced as Ankush join the Tribeca team. In addition to his excellent track record in the real estate sector, his style of working and personality is an ideal fit for Tribeca. We’re in a great position to lead the luxury and premium residential sector in India and I believe Ankush will be a key asset to the Tribeca team. Being an asset-light developer, we’ve constantly introduced innovative projects in the country, and Ankush’s experience of selling aspirational homes and experiences aligns well with our ethos.”
Kaul believes that given the liquidity growth in the market, the post Covid-19 cycle in the residential space is showing promising signs. With people spending more time indoors and enjoying their personal space, it has led to a substantial increase in customer’s intent to own carefully designed spaces. According to him, this is a great opportunity for Tribeca to play a key role in consolidating the market and bring forth their most valuable projects in the form of Trump Towers Delhi NCR and The Ark – Pune.
“Being the exclusive representative of the uber-luxurious Trump brand in India, Tribeca has made a distinct name for itself in the luxury and premium real estate sector in India,” Ankush Kaul said. “They have ambitious plans of elevating the standards of residential real estate for the Indian homebuyers through their amazing value proposition, a strong leadership team, and extremely talented employees. I’m ecstatic to join them at this time of growth and look forward to working with Kalpesh, Harshwardhan, and the other stakeholders at Tribeca.’’
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.
