MMUMBAI: The age of one-size-fits-all advertising is over. Brands now need content that speaks to specific audiences, on specific platforms, at specific moments—and they need it fast.
Publicis Groupe India has launched a content studio designed to meet precisely that demand, combining artificial intelligence with traditional creative talent to produce personalised, localised marketing material at speed.
The facility, the group’s fifty second globally, integrates AI-powered tools with editing suites and CGI workstations to help brands respond quickly to cultural moments and platform changes. Unlike standard production houses, the studio focuses on creating what the company calls “intelligent content”—assets tailored to specific audiences, platforms and contexts rather than generic material produced at volume.
“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,” said Publicis Groupe south Asia chief executive Anupriya Acharya. “This studio does exactly that.”
The Mumbai operation joins Publicis Production’s network of studios in creative hubs including New York, London, Paris and Shanghai. It is equipped to handle both high-end production and agile content creation, offering post-production services to complement prodigious India’s existing capabilities.
The studio integrates with Publicis’s international production ecosystem through LucidLink and data asset management systems, enabling real-time collaboration across markets. It has already produced content for brands across beauty, automotive, fast-moving consumer goods and technology sectors, creating thousands of assets for markets from southeast Asia to Australia and America.
“Production is no longer the final step; it’s the creative engine that connects strategy, media, technology and commerce,” said Publicis Production managing partner C. “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.”
Publicis Groupe South Asia chief creative officer Rajdeepak Das said the studio brings “creative, production and technology under one roof,” enabling the company to match the pace of cultural change.
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