MUMBAI: Dentsu India has launched Dentsu AMP, a new video-first content engine that helps brands create and scale high-quality storytelling with speed and efficiency. Built for today’s digital culture, Dentsu AMP combines human creativity with AI-enabled workflows to deliver video content that is quicker to produce, sharper in execution, and stronger in performance.
To lead this next-generation initiative, Dhruv Abrol and Tarika Gulabani have been appointed Managing Partners. Both previously helmed TVA, driving creative and production innovation across some of India’s biggest brands. Abrol brings deep experience in setting up and scaling digital-first businesses, including Myntra and Tata Cliq’s international verticals, while Gulabani brings expertise in content strategy and production from Sony Entertainment, Star Plus, and Zee TV. Reporting to Amit Wadhwa, CEO, South Asia, Dentsu Creative & Media Brands, they will shape Dentsu AMP’s mission – building a modern content model where creativity, technology, and performance converge seamlessly.
Dentsu AMP connects over ten in-house studios across India – spanning video, motion graphics, 3D/CG, sound, and post-production – powered by a full-stack AI backbone for ideation, editing, versioning, optimization, and targeting. From cinematic brand films to thumb-stopping social content, AMP is designed to service both ends of the spectrum – premium, human-crafted storytelling, and agile, AI-enabled content creation.
Several brands – including Aditya Birla Fashion, Flipkart, Myntra, and Groww, have already partnered with Dentsu AMP, signalling early confidence in its ability to deliver RASS (Results as a service) by uniting speed and scale at their creative factories combined with performance, under one roof.
Wadhwa said, “Dentsu AMP is designed for a world where stories need to move as fast as audiences do. 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.”
Abrol and Gulabani said, “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. From high-impact films to daily social assets, we help brands make more content, faster, without losing craft or consistency.”
Dentsu AMP aims to strengthen dentsu India’s innovation portfolio, complementing the Dentsu Lab – a hub for AI, immersive technology, and creative R&D, and the Dentsu Podcast Network, which drives storytelling in emerging formats. With expansion planned across major metros in the coming year, Dentsu AMP cements dentsu India’s position at the intersection of creativity, technology, and performance – a space where imagination scales, stories travel faster, and every frame drives measurable impact.
