Dentsu appoints Vidhu Ravinath and Archisman Sarangi to lead Performance Studio
Dentsu India has appointed Vidhu Ravinath and Archisman Sarangi to lead its newly launched Dentsu Performance Studio as Vice President and Business Head, respectively.
The two executives will lead the unit, which brings together creative strategy, AI-led production, performance media and measurement. The appointments come as Dentsu India expands its performance creative capabilities, with automation and data playing a growing role in digital advertising.
Ravinath and Sarangi bring experience across performance media, creative strategy and AI-enabled production. In their new roles, they will oversee the Studio’s operations, including creative development, content production and the use of performance data to guide campaign decisions.
The Studio operates from a 3,000 sq ft production facility in Bengaluru and aims to produce more than 1,000 assets a month.
According to Dentsu, the unit will use campaign performance data to identify what is working and feed those insights back into creative development. Media planning, optimisation and measurement will also be integrated into the workflow.
Abhirup Datta, CEO, Performance Practice Media Solutions, dentsu India and CEO, Sokrati India, said the appointments strengthen the leadership of the new unit as it brings creative, media and measurement together.
Ravinath and Sarangi said, “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.”
They added, “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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