DS Group Partners with WPP Media and MICA to Launch DCODE 2.0
CE DESK 
FMCG conglomerate Dharampal Satyapal Group (DS Group), in collaboration with WPP Media and premier communications institute MICA Ahmedabad, has launched DCODE 2.0. Titled ‘DCODE 2.0 – The Guide to Digital Marketing’, this expanded edition serves as a comprehensive reference manual for modern marketing teams. It integrates practical industry frameworks with academic insights to help professionals navigate today’s rapidly changing media ecosystem.
Building on the initial release from 2025, DCODE 2.0 places artificial intelligence at the center of marketing disciplines. Rather than addressing technology in isolation, the playbook embeds AI applications across search optimization, paid media, performance marketing, content creation, and brand strategy. It also refreshes traditional Paid, Owned, and Earned (POE) frameworks to reflect emerging media formats and evolving consumer behaviors.
The inclusion of MICA adds significant academic rigour and research-backed learning methodologies to the initiative. This complements the real-world operational expertise and campaign case studies contributed by DS Group and WPP Media. The updated guide provides actionable templates, standardized measurement metrics, and execution workflows across core digital channels.
Published as an open-access resource, DCODE 2.0 is designed for a broad audience that includes corporate marketing departments, agency planners, media buyers, educators, and management students. The collaborative initiative aims to establish transparent benchmarks and elevate digital marketing standards across the industry.
