Madison Media announced the launch of MbrAIn and its proprietary Growth Planning System (GPS), positioning MbrAIn as a strategic media planning agentic system for brands. 

Built as a strategic partner for marketing and agency teams, MbrAIn is designed to help brands diagnose growth, make better planning decisions and build accountable full-funnel strategies across the four Cs: consumer, content, channel and commerce.

The launch marks a major milestone in Madison Media’s transformation into Madison 3.0, 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 blending human and AI creativity, Catalyst OS as the automation, technology 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, driven by non-linear consumer journeys, fragmented attention and a widening gap between activity and outcomes. 

The company believes the next decade will be shaped by brands that treat planning as a continuous, intelligence-led operating system, one that is structured, explainable and improves with every cycle.

At the centre of this shift is MbrAIn, a strategic planning agentic system built to work alongside Madison’s strategists and client teams as an always-on partner. The platform accelerates the 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 has deliberately focused MbrAIn upstream, where strategic decisions create the greatest advantage and where the risk of AI flattening nuance, taste and applied knowledge is highest. The system is grounded in Madison’s institutional intelligence, its planning logic, models, category learnings and decision systems to ensure that recommendations remain method-led, not tool-led.

Built on a sovereign technology stack for enterprise-grade trust, MbrAIn runs on Indian infrastructure with strict client-level data isolation. 

The platform enables faster strategy development, automated synthesis of complex inputs and the ability to simulate multiple growth scenarios before investment decisions are locked. 

According to the company, the focus is not only on speed, but on building a system where strategy is coherent, explainable and traceable, and improves with every engagement.

Powering MbrAIn is Madison’s Growth Planning System (GPS), a proprietary planning architecture built for India’s heterogeneous marketing landscape, evolving consumer behaviour and full-funnel growth needs. GPS codifies the planning journey from decoding brand development stages by state, category dynamics and culture, to mapping right-to-win, jobs-to-be-done, audiences, channel mix, content journeys, budget trade-offs and measurement protocols.

The system 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 across its key accounts over the next six to nine months.

Sam Balsara, chairman, Madison World, said, “Madison 3.0 is a move from services to next-gen products. We aim to evolve from buying media to architecting growth and to build an IP moat that strengthens with every brief, plan and pitch. As India’s foremost independent media agency, this transformation is our responsibility and a strategic investment to drive growth for our clients. For marketers, Madison believes the launch signals a new basis of agency value: not only rates and reach, but codified growth systems and explainable intelligence that make strategy stronger, faster and more accountable." 

Vivek Das, chief digital officer, Madison Media, added, “MbrAIn is not just a GenAI tool or an LLM wrapper. It is a strategic partner. It has been built to think like Madison by using our GPS, our playbooks, our cases and our learning loops via a custom knowledge graph that puts the collective memory and history of the agency to best use. “The real innovation is not just speed. It is trust. MbrAIn is designed so that strategy is coherent and explainable, recommendations are traceable, and the system improves with every engagement."

Ajit Varghese, partner and group CEO, Madison Media, OOH & Hiveminds, said, “India is a heterogeneous market and demands original thinking, customised frameworks and bespoke solutions. 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. GPS gives us a common language and a repeatable method for growth, from the brief all the way to business outcomes. It also powers MbrAIn – it is the system of thinking that AI is trained to work on – that is our special sauce.”