Mumbai: Dentsu Creative Isobar has unveiled New-Age Social, a strategic reorientation of its social media marketing approach, designed to help brands thrive in a creator-first, content-saturated digital ecosystem. Rolled out in the second half of 2025, the initiative signals a decisive move away from static, brand-led communication toward culture-native, creator-inspired storytelling aligned with how audiences engage today.
Rather than existing as a standalone offering, New-Age Social reflects a broader operating philosophy embedded across the agency’s social practice. Social platforms are viewed as dynamic cultural spaces rather than mere distribution channels. The approach emphasizes speed, authenticity, and participation, encouraging brands to behave like creators instead of traditional broadcasters.
At the heart of this transformation is a structural overhaul of Dentsu Creative Isobar’s social teams. The agency has broadened its talent pool to include creators, editors, directors, producers, and platform-native storytellers alongside conventional creative professionals. This blended model is built to deliver culturally fluent content that drives both brand and performance outcomes.
Ideas are now shaped by platform behaviors, creator formats, and algorithmic dynamics, enabling brands to participate meaningfully in internet culture. The approach is supported by an in-house creator studio and an extended creator ecosystem, allowing for rapid, platform-native content production at scale. Creative development is closely integrated with media and performance planning to ensure social content delivers full-funnel impact—from discovery and engagement to conversion.
This evolution also advances dentsu’s broader Media++ ambition, bringing creative and performance functions into closer alignment. By leveraging dentsu’s media capabilities, audience insights, platform signals, and performance learnings are fed upstream into the creative process, ensuring ideas are built for scale, agility, and effectiveness from inception.
With New-Age Social, Dentsu Creative Isobar positions itself as a partner for brands looking to move beyond traditional social playbooks—placing culture at the center of creativity, prioritizing video-led storytelling, and turning social into a powerful engine for relevance and growth.
Sahil Shah, CEO, Dentsu Creative Isobar said, “Social media has firmly come of age, so why haven’t expectations from most brands evolved with it? Audiences today respond to authenticity, relevance, and participation, not over-polished, sales-led messaging. New-age social is about rethinking how brands show up, speak, respond, sell, and build communities in a creator-first world. The idea is simple. We are telling brands to behave like creators on social media to drive influence. At Dentsu Creative Isobar, this way of working is now deeply embedded across our teams, enabling us to help brands move with culture and lead with meaning in the spaces that matter most.”
Zubin Jauhari, Group Executive Creative Director, Dentsu Creative Isobar added, “In today’s post-attention-span era, audiences don’t read content, they absorb it visually. Brands that succeed are the ones that understand how culture, platforms, and creativity intersect in real time. At Dentsu Creative Isobar, our teams are deeply rooted in internet culture, thinking platform-first and creating with a creator’s mindset, helping brands show up more naturally, move with the speed of culture, and speak like humans, not corporations.”
