Dentsu India launches Performance Studio to power the next era of creative-led marketing

Dentsu India has announced the launch of Dentsu Performance Studio, a creative-led performance marketing practice built for Performance Marketing 3.0. It marks the next evolution of digital marketing, as AI changes how advertising reaches people and creative becomes one of the strongest drivers of performance.

As platforms increasingly automate audience selection, placement and media optimisation, creative is becoming a more important driver of performance. Performance 2.0 was built around playbooks run by teams. Performance 3.0 moves to an always-on engine. It optimises every piece of creative, not just the campaign. It moves production from projects to a factory model for faster and more efficient content creation. It brings creative, production, media and measurement into one connected model, built around defined sales and business outcomes.

Brands now need more content, across more platforms and environments, without continually increasing budgets. People are also discovering brands in new places, from AI-powered answers and quick-commerce apps to emerging digital platforms. Dentsu Performance Studio addresses this shift through Results in a Box, bringing creative strategy, AI-powered production and performance media together in one connected model focused on measurable business outcomes.

At its center is a 3,000+ sq. ft. state-of-the-art production studio in Bangalore, built to enable high-quality video shoots and content creation at scale. The Studio can rapidly create static ads, AI-generated video, produced brand assets and platform-native content for digital and performance channels. It is supported by a performance feedback system that uses a brand’s data to understand what is working, guide what should be created next and connect creative decisions to results. Every campaign makes the next one smarter.

What differentiates the model is that creative leads the media. Dentsu Performance Studio brings creative strategy, AI production and media together in one team, connected through one data system. It manages the full performance process, from campaign strategy and budget allocation to optimisation and reporting. Creative is continuously adjusted based on performance, creating a loop where creative and media improve each other.

Vidhu Ravinath, VP & Business Head,
Dentsu Performance Studio

The ambition goes beyond producing more content. Dentsu Performance Studio is built around Results in a Box, where clearly defined business outcomes shape the strategy, creative system, media execution and measurement. Backed by dentsu India’s wider performance marketing ecosystem and a leadership team experienced in scaling D2C and enterprise brands, the practice aims to build India’s largest performance creative factory, with the ambition of delivering more than 1,000 assets every month.

To lead the new practice, Vidhu Ravinath and Archisman Sarangi have been appointed as Vice Presidents and Business Heads of Dentsu Performance Studio, bringing expertise across performance media, creative strategy and AI-enabled production.

Abhirup Datta, CEO, Performance Practice
Media Solutions, dentsu India & CEO, Sokrati
India

Commenting on the launch, Abhirup Datta, CEO, Performance Practice Media Solutions, dentsu India & CEO, Sokrati India said, “Performance marketing is entering a new chapter. The winning model will bring creative, media and measurement together to deliver outcomes at scale. With Results in a Box, our commitment is to move beyond selling individual services and bring everything needed to achieve aclearly defined business outcome into one connected model. Performance creative is what makes that outcome repeatable, allowing brands to continuously learn, adapt and scale. Dentsu Performance Studio brings this thinking to life, and the addition of Vidhu Ravinath and Archisman Sarangi, with their strong track records across performance and creative, gives us the leadership to build this next generation of performance marketing for our clients.”

Archisman Sarangi, VP & Business Head,
Dentsu Performance Studio

Vidhu Ravinath and Archisman Sarangi added, “Performance marketing has changed fundamentally. Performance 2.0 was built around playbooks and teams. Performance 3.0 requires an always-on engine where every creative decision is informed by performance. Dentsu Performance Studio brings creative strategy, AI production and media together on one connected data system. Our ambition is to build India’s largest performance creative factory, delivering more than 1,000 assets every month. But output is not the point. We are building Results in a Box: a connected system that turns creative at scale into measurable business outcomes with the speed, intelligence and scale that performance marketing now demands.”

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