Dentsu India has launched Dentsu AMP, an AI-powered video-first content engine to help brands create and scale storytelling faster. Led by Dhruv Abrol and Tarika Gulabani, AMP unites human creativity with technology, connecting ten in-house studios to deliver high-performance content for brands like Flipkart, Myntra, and Aditya Birla Fashion.
Dentsu India has launched Dentsu AMP, a next-generation video-first content engine designed to help brands create and scale stories faster, smarter, and with greater impact.
At a time when audience attention spans are shrinking and content lifecycles are shorter than ever, Dentsu AMP aims to solve a critical marketing challenge — producing high-quality video content at the speed of culture. Combining human creativity with AI-enabled workflows, the new platform promises to deliver videos that are quicker to produce, sharper in execution, and stronger in performance.
A new content model for a new era
The initiative will be led by Dhruv Abrol and Tarika Gulabani, appointed as Managing Partners of Dentsu AMP. The duo, who previously co-led TVA, have been at the forefront of creative and production innovation for some of India’s biggest brands. Their combined experience spans digital-first business growth, content strategy, and large-scale production — making them ideal to shape Dentsu’s latest creative venture.
Abrol has been instrumental in scaling businesses such as Myntra and Tata Cliq’s international verticals, while Gulabani brings deep creative and production expertise from her tenure with leading entertainment networks including Sony Entertainment, StarPlus, and Zee TV.
Both will report to Amit Wadhwa, CEO, South Asia, Dentsu Creative & Media Brands. Under his leadership, they will drive AMP’s mission to build a modern content model — one where creativity, technology, and performance converge seamlessly to meet the dynamic needs of brands and audiences alike.
“Dentsu AMP is designed for a world where stories need to move as fast as audiences do,” said Wadhwa. “It brings together the best of craft, content, and technology to help brands tell their stories at scale—without losing what makes them human. It is where creativity performs, and performance inspires creativity.”
Powering storytelling with AI and craft
What sets Dentsu AMP apart is its AI-integrated production ecosystem, which connects more than ten in-house studios across India. These studios specialize in video, motion graphics, 3D/CG, sound, and post-production, creating a networked content powerhouse that operates with agility and precision.
The platform’s AI backbone supports every stage of the process—from ideation and editing to versioning, optimization, and targeting—enabling brands to move seamlessly from creative concepts to delivery.
AMP’s design allows it to handle the full spectrum of brand content: from cinematic, human-crafted brand films that elevate storytelling to agile, AI-enabled social videos that keep pace with digital platforms.
“Dentsu AMP is built as a modern content engine for brands—combining full-stack production, data-driven creativity, and AI tools that optimise performance in real time,” said Abrol and Gulabani in a joint statement. “From high-impact films to daily social assets, we help brands make more content, faster, without losing craft or consistency.”
Trusted by leading brands
The confidence in AMP’s promise is already visible. Aditya Birla Fashion, Flipkart, Myntra, and Groww are among the early adopters of the platform, collaborating with Dentsu AMP to produce content that performs across channels.
This early momentum highlights the industry’s growing appetite for Results as a Service (RaaS) — a model where creative output is tightly aligned with measurable performance outcomes. AMP’s ability to unify speed, scale, and creative precision makes it a strong partner for brands looking to operate in an “always-on” content environment.
Strengthening Dentsu’s innovation ecosystem
With Dentsu AMP, the network continues to expand its innovation portfolio in India. It complements Dentsu Lab — the company’s hub for AI, immersive technology, and creative R&D — and the Dentsu Podcast Network, which is focused on storytelling in emerging formats.
Together, these initiatives demonstrate Dentsu India’s ambition to stay ahead in a rapidly evolving media landscape where convergence between creativity and technology is no longer optional but essential.
AMP will also serve as a key driver of collaboration across Dentsu’s ecosystem, connecting strategy, media, and production teams to deliver cohesive brand experiences.
Expanding reach and future vision
Dentsu AMP is not just a service offering but a blueprint for the future of content creation. The platform’s structure allows it to scale across industries and formats, serving the diverse needs of Indian and global brands. In the coming year, Dentsu plans to expand AMP’s footprint across major metros, further strengthening its position as one of the region’s leading content networks.
In an age where every scroll, click, and swipe demands fresh stories, Dentsu AMP represents a timely response — one that blends human imagination with machine precision.
By fusing creativity and computation, Dentsu AMP marks the next chapter in the evolution of branded storytelling — where content isn’t just made faster, but made better, sharper, and more human.
