MAM
Urbanrise unveils Gauri Khan-designed Whispers of Sky in Chennai
Luxury project spans 6.09 acres with 623 residences; celebrity-inspired living launches new campaign.
MUMBAI: Urbanrise just invited Chennai to live like a celebrity because when Gauri Khan designs your home, even the skyline starts posing for the ‘gram. Aditya Birla Group-backed Urbanrise has launched its latest luxury residential project, Whispers of Sky, in Sholinganallur, Chennai, with interiors and design vision led by celebrated designer Gauri Khan. The development, spanning approximately 6.09 acres, comprises 623 premium residences, including 3 BHK units and an exclusive 4 BHK tower featuring corner homes with no shared walls and expansive layouts for enhanced privacy.
To mark the unveiling, Urbanrise released a two-film campaign titled “Welcome to the Celebrity Life”, directed by acclaimed filmmaker Gautham Vasudev Menon. The series showcases Gauri Khan in her dual avatars: as a meticulous designer immersed in materiality and spatial composition, and as a celebrity icon embodying glamour and elevated living. The narrative bridges design excellence with aspirational lifestyle, positioning Whispers of Sky as a landmark address that brings celebrity-inspired living to the city.
The project introduces several standout amenities, including one of Chennai’s first dedicated Pickleball academies, a sport popular among global celebrities alongside a lavish clubhouse with a sky pool, salon, fitness studio and private mini theatre. Every element is curated to reflect privileges, privacy and prestige.
Urbanrise, chairman & managing director Manoj Namburu said, “Customer delight is the benchmark we hold ourselves to. By partnering with the best in design and execution, we ensure our customers are proud owners of homes that exceed expectations. Our collaboration with Gauri Khan Designs matches our organisation’s ethos, and I am confident that the discerning customers of Chennai will love this creation.”
Gauri Khan commented, “The design vision for Whispers of Sky focused on refinement and timeless appeal. The campaign captures that through its detailing and visual treatment.”
The campaign is now live across digital and social platforms. In a city racing toward new skylines, Urbanrise isn’t just building homes, it’s crafting addresses where every resident feels like the star of their own story, one elegantly designed corner at a time.
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.
