MAM
Uplifting New talent with their campaign: Unboxing Artist 2.0 by Numero Uno
MUMBAI: After the successful launch of their campaign ‘Unboxing artists’, Numero Uno takes ahead the opportunity and unboxes another set of new artists in their ongoing campaign ‘Unboxing artist 2.0’.
Been one of the oldest Jeanswear brands, Numero Uno speak the ‘I’ in every Denim wearer. They call on the rebel spirit of today’s generation and treasures their quirks and divergent attributes that screams ‘DenIM’ (read then I am) in them.
Denim has always been associated with youth who believe in themselves and refuses to be labeled by the society, Numero Uno, the India’s first indigenously manufactured denim labels promotes such art who keeps the youth spirit alive with their eloquent music. They now bring 3 new artists who cultivate the new music with their poetic aesthetics.
Taba Chake, a fingerstyle guitarist who belongs from Arunachal is affluent in English, Hindi and Nyishi loves being called as complicated by his friends. This city musician says “if setting my own path makes me a lost cause, Den I’M.”
Another artist, who is unboxed by Numero Uno in their campaign, is Raghav Meattle who believes in creating his own content and not intrigued by fame or money says “if chasing after the truth makes me paranoid, DEN I’M.”
There comes another artist Aarifah Rebello, who calls herself as awkward, nervous and shy but builds some unconventional music via vocals, with her guitar and even with a set of drums says “if you still think being awkward makes me a misfit, DEN I’M.”
Asha Esther Jaikishan, Head of marketing, Numero Uno, says about the campaign “We received a lot of appreciation and love for our campaign ‘Unboxing artist’ and that’s when we decided to continue with ‘Unboxing artist 2.0’ and appreciate the talent of our country. We are on a lookout for more such underdog artists who don’t get the opportunity to portray their expertise; we will help them launch their skills and flair with this ongoing unboxing artist programme”
With this, Numero Uno is on a hunt for the new progressive talent in our country to showcase their dexterity in music and get a chance to be launched by Numero Uno. They are running an online contest for the budding singer/songwriter to upload an original song/composition on social media (Instagram/Facebook) and tag the brand. The winner will get a chance to be launched exclusively by the brand and record an original composition, a music video and an opportunity to perform an intimate live gig.
So all the budding artists, it’s time to gird your loins for this amazing opportunity and be launched by Numero Uno.
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.
