Madison Media has unveiled MbrAIn and its proprietary Growth Planning System (GPS), an India-first strategic media planning agentic system. Built around the 4Cs of Consumer, Content, Channel and Commerce, MbrAIn aims to help brands diagnose growth opportunities and build accountable, full-funnel strategies.
Madison Media has announced the launch of MbrAIn and its proprietary Growth Planning System (GPS), marking a significant step in how media planning and strategy could evolve in the Indian market. Positioned as an India-first strategic media planning agentic system, MbrAIn is designed to help brands diagnose growth opportunities, make sharper planning decisions, and build accountable, full-funnel strategies anchored across the four critical pillars of Consumer, Content, Channel and Commerce.
The launch comes at a time when brands are grappling with increasingly complex media ecosystems. Fragmented audiences, proliferating platforms, commerce-led media touchpoints and pressure on marketing budgets have made traditional planning frameworks less effective. Madison Media’s move reflects an acknowledgment that media planning today needs to go beyond reach and frequency models to address business growth holistically. MbrAIn aims to fill that gap by combining strategic intelligence, data-led diagnosis and agentic decision-making tailored specifically to the Indian context.
At the core of MbrAIn is the Growth Planning System, or GPS, which Madison Media describes as a proprietary framework built to guide brands through the entire growth journey. Rather than treating planning as a linear or static exercise, GPS is designed to function as a dynamic system that continuously assesses where a brand stands, what constraints it faces and which levers can unlock growth. By integrating multiple data inputs and strategic lenses, GPS seeks to bring clarity to decisions that are often fragmented across marketing, media, content and commerce teams.
MbrAIn’s approach is structured around the 4Cs framework, which places the consumer at the centre of all planning. In an environment where consumer behaviour is rapidly shifting, particularly in India’s diverse and digitally accelerating market, understanding motivations, triggers and context has become critical. MbrAIn is positioned to help brands move beyond broad demographic targeting towards deeper consumer diagnosis, enabling planners to align media investments more closely with real consumer journeys and intent signals.
Content forms the second pillar of the system, reflecting the growing importance of creativity, storytelling and relevance in driving outcomes. With content consumption patterns varying widely across formats, languages and platforms in India, brands often struggle to match the right message with the right audience at the right moment. MbrAIn aims to bring strategic rigour to content planning by linking creative decisions directly to growth objectives and funnel stages, ensuring that content is not just engaging but also accountable to business outcomes.
The channel dimension addresses one of the most challenging aspects of modern media planning. The explosion of digital platforms, combined with the continued relevance of traditional media in India, has made channel selection and allocation increasingly complex. MbrAIn’s GPS framework is intended to help planners evaluate channels not in isolation, but as interconnected touchpoints within a broader ecosystem. By doing so, it seeks to optimise media mixes based on effectiveness, efficiency and their role in driving consumers from awareness to conversion.
Commerce, the fourth pillar, underscores the growing convergence of media and transactions. With e-commerce, quick commerce and social commerce gaining momentum across urban and non-urban India alike, media planning can no longer be separated from the point of sale. MbrAIn positions commerce as an integral part of strategy, enabling brands to link media exposure to actual purchase behaviour and revenue impact. This focus reflects a broader industry shift towards performance accountability and measurable returns on marketing investment.
Madison Media’s positioning of MbrAIn as an agentic system signals an ambition to move beyond static tools or dashboards. Agentic systems are designed to assist decision-making by analysing scenarios, recommending actions and adapting strategies based on outcomes. In the context of media planning, this suggests a move towards more proactive, intelligence-led planning processes that can respond to changing market conditions in near real time. For Indian brands operating in fast-moving categories, such adaptability could prove to be a competitive advantage.
The emphasis on “India-first” is also notable. While many global planning tools and frameworks are available in the market, they are often built around Western media ecosystems and consumer behaviours. Madison Media’s GPS framework is positioned as being rooted in Indian market realities, accounting for factors such as regional diversity, language plurality, varying levels of digital adoption and the coexistence of modern and traditional trade. This localisation could make the system more relevant for brands seeking growth across India’s heterogeneous consumer base.
From an industry perspective, the launch of MbrAIn reflects how media agencies are redefining their roles. As brands demand greater accountability and closer alignment between marketing and business outcomes, agencies are being pushed to offer more strategic and consultative solutions. By introducing a proprietary growth planning system, Madison Media is signalling its intent to move upstream in the value chain, positioning itself not just as a media buying partner but as a growth strategy collaborator.
The timing of the launch also aligns with broader conversations around the use of advanced analytics and artificial intelligence in marketing. While Madison Media has not framed MbrAIn purely as an AI tool, the agentic nature of the system suggests the use of intelligent models that can synthesise data and support complex decision-making. In an era where marketers are inundated with data but often lack actionable insights, such systems could help bridge the gap between information and impact.
For brands, the promise of MbrAIn lies in its ability to bring coherence to planning across silos. By integrating consumer insights, content strategy, channel planning and commerce outcomes within a single growth framework, the system aims to reduce fragmentation and improve accountability. This could be particularly valuable for large organisations with multiple teams and agencies working across different parts of the funnel.
The launch of MbrAIn and GPS also raises expectations around transparency and measurement. As brands increasingly scrutinise the effectiveness of their media investments, tools that can clearly link strategy to outcomes are likely to gain traction. Madison Media’s focus on accountable full-funnel strategies suggests an emphasis on tracking impact at every stage, from awareness and consideration through to conversion and loyalty.
As the Indian advertising and media landscape continues to evolve, initiatives like MbrAIn highlight a shift towards more sophisticated, growth-oriented planning models. While its long-term impact will depend on how effectively it is adopted and implemented by brands, the launch underscores a broader industry recognition that media planning must evolve in step with changing consumer behaviours and business demands.
In positioning MbrAIn as a strategic media planning agentic system built for India, Madison Media is betting on the power of proprietary thinking and localised intelligence to drive differentiation. If successful, the Growth Planning System could serve as a blueprint for how agencies can blend strategy, data and accountability to help brands navigate complexity and unlock sustainable growth in one of the world’s most dynamic markets.
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