AD Agencies
Publicis opens AI-powered content studio in India
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.
AD Agencies
Havas Media Network India bags integrated media mandate for Aakash Educational Services Limited
PivotRoots and Arena Media to drive 360° strategy for student outreach
NEW DELHI: Havas Media Network India has secured the integrated media mandate for Aakash Educational Services Limited, following a competitive multi-agency pitch, signalling a fresh push by the education major to sharpen its reach among students nationwide.
The mandate will be jointly handled by PivotRoots and Arena Media, both part of the Havas network. Together, they will roll out a full-spectrum media strategy designed to boost AESL’s visibility across digital and traditional platforms.
At the heart of the partnership lies a simple idea: making the brand not just seen, but sought after. The agencies will blend data, technology and creative storytelling to craft campaigns that resonate with students and parents navigating an increasingly digital-first education landscape.
Aakash Educational Services Limited SVP marketing Kanika Kumar Nijhawan said, “At Aakash, we believe success is built through a structured, long-term and data-driven approach. As we expand across the country, adopting a more integrated approach to media is essential. This partnership marks a significant step towards building stronger connections with our audiences.”
Under the arrangement, PivotRoots will spearhead digital and performance marketing, covering social media, influencer collaborations and data-led optimisation. Meanwhile, Arena Media will focus on traditional channels including print, television, radio, cinema and outdoor advertising, ensuring consistent messaging across touchpoints.
Havas Media Network India chief executive officer Mohit Joshi said, “Delivering for a powerhouse like AESL requires both scale and precision. By combining Arena Media and PivotRoots, we are deploying our Converged.AI platform to create a 360-degree strategy that drives engagement, conversions and long-term growth.”
Echoing the sentiment, PivotRoots founder and chief executive officer Shibu Shivanandan added that the collaboration would focus on building “impactful, full-funnel experiences” powered by deep analytics and performance-led marketing.
With a strong legacy in coaching for medical and engineering entrance exams, AESL is now doubling down on integrated media to stay ahead in a crowded, fast-evolving education market. The partnership with Havas signals a clear intent: to turn visibility into meaningful engagement and, ultimately, student success.
