Dentsu India launches AMP, a video-first content engine blending creativity with AI

Dentsu India has unveiled Dentsu AMP, a video-first content engine designed to help brands create and scale high-quality storytelling with unprecedented speed and efficiency. The new offering positions itself at the intersection of human creativity and AI-enabled workflows, promising faster production timelines without compromising on craft or performance.

To spearhead this initiative, Dentsu has appointed Dhruv Abrol and Tarika Gulabani as Managing Partners. The duo previously led TVA, where they drove creative and production innovation for some of India's biggest brands. Abrol brings significant experience in building digital-first businesses, including his stints at Myntra and Tata Cliq's international verticals. Gulabani complements this with her strong background in content strategy and production, having worked with Sony Entertainment, Star Plus, and Zee TV. Both will report to Amit Wadhwa, CEO, South Asia, Dentsu Creative & Media Brands.

Dentsu AMP connects over ten in-house studios across India, covering the full spectrum of video production: from motion graphics and 3D/CG to sound design and post-production. What sets it apart is its full-stack AI backbone that powers ideation, editing, versioning, optimization, and targeting. The model is built to service both premium, human-crafted brand films and agile, AI-enabled social content, offering flexibility across the creative spectrum.

According to Dentsu, the engine addresses a critical industry need: the ability to produce content at scale while maintaining quality and creative integrity. In today's fast-moving digital landscape, brands need to tell stories that resonate across multiple platforms and formats (from cinematic long-form content to thumb-stopping social assets) and they need to do it quickly.

Several major brands have already partnered with Dentsu AMP, including Aditya Birla Fashion, Flipkart, Myntra, and Groww. Their early adoption signals confidence in AMP's ability to deliver what Dentsu calls RASS (Results as a Service), a model that unites speed, scale, and performance under one roof.

Commenting on the launch, 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 added, "Dentsu AMP is built as a modern content engine for brands – combining full-stack production, data-driven creativity, and AI tools that optimize 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 strengthens Dentsu India's broader innovation portfolio, which already includes the Dentsu Lab (a hub for AI, immersive technology, and creative R&D) and the Dentsu Podcast Network (which focuses on storytelling in emerging audio formats).

With expansion plans across major metros in the coming year, Dentsu AMP reinforces the agency's positioning at the convergence of creativity, technology, and performance. As digital content consumption continues to accelerate and platforms demand more diverse formats, offerings like AMP represent the industry's evolution toward more agile, tech-enabled creative models.