Publicis Groupe India launches content studio to meet demand for ‘Intelligent Content’

Publicis Groupe India has unveiled a new content studio in India. This is positioned as part of its global production network and designed to help brands respond faster to the growing demand for personalised and localised marketing assets.

The facility aims to deliver what the group calls ‘Intelligent Content’—material created at speed and scale, but with contextual and cultural relevance. It combines AI-powered tools, creative talent and agile workflows, integrating technology, data and human input to shift content from being an output function to what Publicis describes as a strategic growth driver.

Anupriya Acharya, CEO of Publicis Groupe, South Asia, explained the rationale. “Marketers today aren’t short on data or ideas. What they need is the ability to turn those insights into powerful, relevant content—faster than ever before. This studio does exactly that. It brings together creativity, technology and scale to act as a true growth engine for our clients.”

The move extends Publicis Production’s existing footprint of 52 studios worldwide, anchored in hubs such as Bogotá, New York, London, Paris, Shanghai and Warsaw. The India launch brings the network closer to one of the world’s fastest-growing advertising markets, where marketers face rising pressure to localise campaigns across diverse cultural and regional contexts.

The India studio is designed to cater to both high-end production and more agile, scalable solutions. It houses editing suites, generative AI applications and CGI workstations, adding to Prodigious India’s current capabilities. Together, the facilities now cover the full spectrum of production and post-production services under the Publicis umbrella.

Rajdeepak Das, chief creative officer at Publicis Groupe, South Asia, said the integration is central to the company’s ambition. “With the launch of our world-class content studio, we now house creative, production, and technology under one roof. This is truly creativity powered by craft and fuelled by data, ready to meet the pace of culture and deliver real impact for our clients.”

Bridging strategy and execution

The studio is fully connected with Publicis Groupe’s international ecosystem through LucidLink and advanced data asset management systems. This allows real-time collaboration across markets, meaning work created in India can plug directly into campaigns managed in other parts of the world.

Varun Shah, managing partner of Publicis Production, emphasised the shift in how production is being redefined. “Production is no longer the final step; it’s the creative engine that connects strategy, media, technology, and commerce. Today, it’s not just about producing more content, it’s about producing Intelligent Content, made for the right audience, tailored to the right platform, and delivered at the perfect moment. With the launch of our first post-content studio, we now have the scale, speed, and precision to manage all our clients’ multi-market production needs, from start to finish.”

Publicis says the studio has already produced campaigns for brands across categories ranging from beauty and auto to FMCG and technology. Its portfolio includes product demos for Southeast Asia, festive campaigns in Australia and influencer-driven material for the United States. The intention is to apply the same methodology to Indian campaigns, where brands are increasingly seeking regionally attuned narratives that still connect to national or global strategies.

The approach responds to two long-term industry challenges. First, the rise of platform-led marketing means brands must create and adapt assets in multiple formats, often in near real time. Second, Indian marketers in particular must contend with vast cultural variation, requiring local nuance while maintaining consistent brand voice.

Acharya framed the development as a structural shift. By aligning creative output with measurable impact, she argued, the facility allows marketers to move beyond “content at scale” and instead focus on relevance.

Market implications

A 2025 Bain & Company report found India's ad spending is projected to grow at a 10-15% CAGR to reach $17 billion to $19 billion by 2029. This growth trajectory is fuelled by digital platforms and regional consumption.

Agencies are under pressure to deliver faster, leaner production cycles while still managing creative quality. With multinational holding groups investing in content studios, the competition is moving from traditional creative development into how well agencies can combine scale, technology and cultural resonance.

The new Publicis Groupe India studio, while positioned as part of a global network, will need to demonstrate whether it can differentiate on both quality and responsiveness in a crowded market. Global hubs in London, New York and Shanghai have already set high benchmarks, and Indian marketers will look for evidence that the local facility can match them while adapting to domestic needs.

Das described the ambition as aligning with cultural speed. “Creativity powered by craft and fuelled by data” is the formula the company is betting on, but the results will depend on execution and client uptake.

The studio’s opening underscores a broader industry trend: the transformation of production from a back-end service into a front-line marketing function. Whether for real-time influencer campaigns, regional language adaptations or global launches, the expectation is now for content that is faster, sharper and more relevant than before.

As Shah put it, the new challenge is less about volume than precision—producing the right content for the right audience at the right time. For brands navigating India’s fragmented but rapidly digitising market, how effectively this promise is delivered could determine whether the investment truly changes the production landscape.