Dentsu India has launched Dentsu AMP, a new video-first content platform designed to help brands create and scale high-quality storytelling with speed and efficiency. Built for the fast-paced digital landscape, the initiative aims to merge human creativity with AI-driven production and performance tools.
To lead the new division, Dhruv Abrol and Tarika Gulabani have been appointed as Managing Partners. Both previously headed TVA, driving creative and production innovation for major Indian brands. Abrol brings experience in establishing and scaling digital-first businesses at Myntra and Tata Cliq, while Gulabani has led content strategy and production for Sony Entertainment, StarPlus, and Zee TV. Both will report to Amit Wadhwa, CEO, South Asia, Dentsu Creative & Media Brands.
According to the company, Dentsu AMP connects over ten in-house studios across India, spanning video, motion graphics, 3D/CG, sound, and post-production. Its AI-enabled workflow covers ideation, editing, versioning, optimisation, and targeting, allowing for a wide range of output — from cinematic brand films to agile social-first content.
Several brands, including Aditya Birla Fashion, Flipkart, Myntra, and Groww, have already partnered with Dentsu AMP, reflecting early trust in its ability to combine creativity, technology, and speed under one integrated model.
Dentsu AMP complements Dentsu India’s wider innovation ecosystem, which includes Dentsu Lab — focused on AI, immersive technology, and creative R&D — and the Dentsu Podcast Network, which explores new storytelling formats. Expansion across major metros is planned for the coming year.
Amit Wadhwa, CEO, South Asia, Dentsu Creative & Media Brands, 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.”
Dhruv Abrol and Tarika Gulabani added, “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.”
