DS Group, WPP Media and MICA launch AI-focused digital marketing playbook DCODE 2.0

Dharampal Satyapal Group (DS Group), in collaboration with WPP Media and MICA (Mudra Institute of Communications, Ahmedabad), has launched DCODE 2.0 – The Guide to Digital Marketing, an expanded edition of its digital marketing playbook with artificial intelligence integrated across key marketing functions.

The second edition examines the use of AI across areas including search, paid media, performance marketing, content and creative, rather than treating AI as a standalone topic.

The playbook also includes MICA as an academic partner, bringing academic perspectives to the industry expertise of DS Group and WPP Media.

“Digital marketing is evolving at an extraordinary pace while AI is fundamentally changing how marketers think, create, engage and measure,” said Rajeev Jain, senior vice-president, Corporate Marketing, DS Group.

“DCODE 2.0 is our effort to navigate this transformation and translate it into practical knowledge that marketers can apply,” Jain said.

Prasanth Kumar, CEO, WPP Media, South Asia, said AI was accelerating the shift towards a more connected digital marketing ecosystem. “AI is accelerating this shift, but its real impact will come from how effectively marketers integrate it across the entire consumer journey, from discovery and media to content, commerce and measurement,” Kumar said.

Jaya Deoras Deshmukh, Director and CEO, MICA, said the playbook reflects a shift in the role of technology and human creativity in marketing. “DCODE 2.0 captures that very shift by pairing smart technology with human intuition,” she said.

The second edition has been reorganised to make it more accessible to marketers. It also refreshes the Paid, Owned and Earned (POE) framework and adds updated modules, processes and practical guidance.

DS Group said DCODE will be updated periodically to incorporate emerging technologies, new tools, changing industry practices and shifts in consumer behaviour.

The playbook is aimed at corporate and agency marketing teams, digital practitioners, media planners and buyers, students, academic institutions and senior marketing professionals. It will be available as an open-access resource.

The launch comes as India's advertising market continues to shift towards digital platforms. According to WPP Media's TYNY 2025 report, India's total advertising revenue is projected to grow 9.7% in 2026 to Rs 2,01,891 crore, with digital accounting for 68.1% of total advertising revenue.

Commerce-led advertising is projected to be the fastest-growing digital segment, with 24.2% growth, driven by retail media, quick commerce and social commerce, the report said. AI-powered search, voice and agentic discovery are also projected to grow by 8%.- Ends