India — Dentsu India has announced the launch of ‘dentsu AMP’, a new video-first content division aimed at helping brands produce and scale storytelling more efficiently.
Powered by technology and creative expertise, the initiative is led by Dhruv Abrol and Tarika Gulabani, who have been appointed managing partners. Both previously led TVA, where they worked on creative and production innovation for some of India’s major brands. Abrol has extensive experience in building digital-first businesses, including Myntra and Tata Cliq’s international verticals, while Gulabani brings expertise in content strategy and production from her time at Sony Entertainment, StarPlus, and Zee TV.
The duo reports to Amit Wadhwa, CEO of South Asia, dentsu Creative & Media Brands. They will oversee dentsu AMP’s mission to establish a modern content model where creativity, technology, and performance are closely integrated.
According to dentsu, AMP links more than ten in-house studios across India, covering video, motion graphics, 3D/CG, sound, and post-production, and operates with an AI-driven system that supports ideation, editing, versioning, optimisation, and targeting.
The unit will also cater to a range of brand requirements, from cinematic films to social media content, balancing human-led craft with AI-enabled production.
Additionally, several brands, including Aditya Birla Fashion, Flipkart, Myntra, and Groww, have already partnered with dentsu AMP. The company said these early collaborations demonstrate confidence in the unit’s ability to deliver “Results as a Service (RASS)” by combining creative speed, scalability, and performance under one structure.
Amit 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.”
Dhruv Abrol and Tarika Gulabani also 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.”
The launch of dentsu AMP expands dentsu India’s innovation portfolio, complementing the dentsu Lab, which focuses on AI, immersive technology, and creative R&D, and the dentsu Podcast Network, which develops storytelling in emerging formats.
The company plans to expand AMP’s operations across major metropolitan areas over the coming year, positioning it as part of dentsu India’s wider strategy to merge creativity, technology, and performance within its service offering.
