Dentsu Introduces dentsu.Connect to strengthen data and technology integration in India

Dentsu has announced the launch of dentsu.Connect in India, which is its unified global operating system. It is designed to integrate data, creativity, media, technology and people into a single, connected delivery model focused on measurable business outcomes.

Aligned with Dentsu’s global framework, dentsu.Connect enables teams in India to operate within a shared system that uses common intelligence, platforms and workflows at scale. The model is intended to reduce fragmentation across disciplines and markets, while enabling faster decision-making and more consistent delivery for clients.

The India launch is powered by Dentsu India’s data and technology team, which is responsible for building and delivering capabilities within the dentsu.Connect ecosystem. This approach ensures alignment with global standards while allowing for local relevance and market-specific application. The team brings together dentsu’s capabilities across data, engineering, AI, analytics, martech and adtech into a single integrated environment.

At the core of dentsu.Connect is a shift away from siloed operations towards a more connected way of working. By unifying data and technology capabilities, the platform allows teams and clients to move faster, operate at scale and make more predictive, outcome-led decisions. The operating system is designed to support end-to-end workflows, from planning and strategy through to execution and optimisation.

In India, dentsu has developed a robust ecosystem of products focused on actionable intelligence. Anchored by dentsu.Connect, this ecosystem is complemented by solutions including dentsu.Audiences, dentsu Spark, dentsu Product Intelligence, Mugen.ai and the Dentsu Marketing Cloud. Together, these platforms combine globally proven tools with locally developed capabilities tailored to the Indian market.

This integrated ecosystem brings together consumer insights, behavioural signals, identity frameworks and performance data into a single decisioning environment. The intelligence generated is activated across planning, creative, media and customer experience through proprietary products, predictive models and AI-enabled workflows. The objective is to deliver consumer-centric and performance-driven outcomes consistently and at scale.

For clients, dentsu.Connect offers a single, accountable entry point into dentsu’s integrated growth solutions, simplifying engagement across multiple capabilities. For internal teams, the platform is designed to create clarity, reduce duplication and increase automation, supporting more efficient collaboration across markets and functions.

The launch represents a broader shift in how dentsu operates in India, moving towards an intelligence-led model that turns integration into action. dentsu.Connect is positioned not just as a technology platform, but as an operating model that embeds data and intelligence into everyday decision-making.

Commenting on the launch, Harsha Razdan, ceo, south asia, dentsu, said, “As we move towards our Vision 2026/2027, we are not just chasing growth – we are rethinking how we deliver it. Our challenge is not capability; it’s connection. dentsu.Connect is the operating model that brings our strengths together, and in India, this journey is powered by a strong data and technology foundation.”

Razdan added that the platform simplifies how clients work with dentsu, while giving teams greater speed, clarity and efficiency, creating sustainable value for long-term growth.

Shirli Zelcer, chief data and technology officer, dentsu, said, “With dentsu.Connect, we are uniting the best of dentsu’s data, identity, and AI capabilities into one integrated platform that empowers our clients and teams to make smarter and more predictive decisions.” She added that the India launch is a pivotal step in delivering a global data and technology framework that combines AI-led decision-making with human expertise.

Through dentsu.Connect, dentsu is reinforcing its focus on connected intelligence as a foundation for growth, positioning India as a key market in its global transformation journey.