Madison Media launches MbrAIn, introduces GPS to power ‘Madison 3.0’ shift

New Delhi: Madison Media on Tuesday announced the launch of MbrAIn and its proprietary Growth Planning System (GPS), positioning the platform as an India-first strategic media planning agentic system for brands.

Madison described MbrAIn as a strategic partner for marketing and agency teams, designed to help brands diagnose growth, take better planning decisions and build accountable full-funnel strategies across the 4Cs — Consumer, Content, Channel and Commerce.

The launch is being positioned as a key milestone in Madison Media’s transition to “Madison 3.0”, which the agency described as a shift from a campaign-led media offering to an integrated, system-driven growth platform built for an AI-powered marketing era.

Madison 3.0 is anchored on five interconnected pillars: the GPS Growth Planning System; MbrAIn as the always-on strategic intelligence layer; a Content Studio that blends human and AI creativity; Catalyst OS as the automation, tech and data backbone; and a Commerce Performance Engine focused on driving revenue outcomes across the full funnel.

Madison said the evolution comes at a time when marketing complexity in India is rising faster than marketing certainty, citing non-linear consumer journeys, fragmented attention and a widening gap between activity and outcomes.

“India is a heterogeneous market and demands original thinking, customised frameworks and bespoke solutions,” said Ajit Varghese, Partner & Group CEO, Madison Media, OOH & Hiveminds. “GPS and MbrAIn are our response to that reality. They give leadership teams a strategic cockpit that enables speed, clarity and accountability for decisions that directly impact the growth of our clients’ brands.”

At the heart of the launch is MbrAIn, which Madison described as a strategic planning agentic system built to work alongside Madison’s strategists and client teams as an always-on partner.

The platform is intended to accelerate the strategic planning cycle by synthesising inputs, structuring hypotheses, shaping strategic routes, stress-testing assumptions through scenario planning and producing client-ready strategic narratives with greater speed and consistency.

Madison said it has deliberately focused MbrAIn “upstream”, where strategic decisions create the largest advantage and where the risk of AI flattening nuance, taste and applied knowledge is the greatest.

“MbrAIn is not just a GenAI tool or an LLM wrapper. It is a strategic partner,” said Vivek Das, Chief Digital Officer, Madison Media. He said the system is grounded in Madison’s institutional intelligence, its planning logic, models, category learnings and decision systems, and is built using a custom knowledge graph that leverages the agency’s playbooks, cases and learning loops.

Madison added that MbrAIn has been designed to be explainable and auditable, allowing recommendations to be traced back to the system logic and knowledge sources that inform them.

Built on what Madison called a sovereign stack for enterprise-grade trust, MbrAIn runs on Indian infrastructure with strict client-level data isolation. Madison said the platform supports faster strategy development, automated synthesis of complex inputs and the ability to simulate multiple growth scenarios before investment decisions are locked.

“The real innovation is not just speed. It is trust. MbrAIn is designed so strategy is coherent and explainable, recommendations are traceable, and the system improves with every engagement,” Das added.

Powering MbrAIn is Madison’s Growth Planning System (GPS), which the agency described as a proprietary planning system built specifically for India’s heterogeneous marketing landscape, evolving consumer behaviour and full-funnel growth needs.

Madison said GPS codifies the planning journey by decoding brand development stages by state, category dynamics and culture, capturing brand learnings, mapping right-to-win and jobs-to-be-done, and then designing audiences, channel mix, content journeys, budget trade-offs and measurement protocols for growth.

GPS is driven by custom frameworks such as the System of Marketing Effects, AMR (Attention, Memory, Response), GAIN (Growth Across India) and MIRA (Media Impact on Relatable Attributes). Madison said it aims to make GPS-enabled planning the default on key accounts over the next 6-9 months.

“GPS gives us a common language and a repeatable method for growth, from the brief all the way to business outcomes,” Varghese said. “It also powers MbrAIn, it is the system of thinking that AI is trained to work on, that is our special sauce.”

Sam Balsara, Chairman, Madison World, said the transition reflects Madison’s intent to move from services to next-generation products.

“Madison 3.0 is a move from services to next-gen products. Our aim is to evolve from buying media to architecting growth and to build an IP moat that strengthens with every brief, plan and pitch,” Balsara said.

Madison said the launch signals a new basis of agency value for marketers, beyond rates and reach, centred on codified growth systems and explainable intelligence aimed at making strategy stronger, faster and more accountable.