Published on: September 22, 2026
Dentsu Creative India has launched Dentsu Performance Studio, a new creative-led performance marketing practice designed around what the agency describes as Performance Marketing 3.0, where AI, creative and data work together to drive measurable business results.
The new practice reflects a shift in the performance marketing landscape as advertising platforms increasingly automate audience targeting, placement and media optimisation. With these functions becoming more automated, creative is taking on a greater role in influencing campaign performance.
While Performance 2.0 relied largely on established playbooks and specialist teams, the new model is designed as an always-on system that continuously improves creative. It brings creative, production, media and measurement together, while shifting content creation from individual projects towards a scalable factory approach.
The model is built around Results in a Box, which combines creative strategy, AI-enabled production and performance media into a connected framework focused on specific business and sales outcomes. The approach is intended to help brands produce more content for an expanding range of platforms and consumer touchpoints without requiring a proportional increase in budgets.
Dentsu Performance Studio will operate from a more than 3,000 sq. ft. production facility in Bangalore. The studio is equipped for video production and scaled content development, including static advertisements, AI-generated videos, brand assets and platform-specific content for digital and performance channels.
A performance feedback system will connect campaign data with the creative process, helping teams identify what is delivering results and determine what content should be developed next. This creates a continuous learning cycle in which each campaign can inform subsequent creative and media decisions.
A key element of the practice is its creative-first approach to media. Creative strategy, AI-powered production and media capabilities will operate within a single team and connect through a unified data system. The practice will cover the performance marketing lifecycle, including campaign strategy, budget allocation, optimisation and reporting, with creative continuously refined based on performance data.
The practice is also designed around clearly defined business outcomes rather than content volume alone. Through Results in a Box, these outcomes will inform strategy, creative development, media execution and measurement.
Backed by dentsu India’s broader performance marketing capabilities and leadership with experience in scaling D2C and enterprise brands, Dentsu Performance Studio aims to develop India’s largest performance creative factory, with an ambition to produce more than 1,000 assets each month.
Vidhu Ravinath and Archisman Sarangi have been appointed vice presidents and business heads of Dentsu Performance Studio. Their roles bring together expertise spanning performance media, creative strategy and AI-enabled production as the new practice builds out its offering.
Commenting on the launch, Abhirup Datta, CEO, Performance Practice Media solutions, dentsu India and 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 a clearly 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.”
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.”
