Dentsu Webchutney: Building the Google India Content Engine

Sabah joined Dentsu Webchutney as Account Executive and built her way up to Account Manager for the Google India account over two years. Her role was execution-heavy: keeping the content engine running, managing the relationship with the client, and ensuring the pipeline delivered consistently.

She managed a team of twelve, including creative analysts and strategists, and built a content pipeline that kept multiple weeks of content ready in advance at any given time. She was the person everyone looked to for brand guidelines, quality standards, and client expectations, holding the standard across ideation, production, and delivery.

A recurring problem she identified was in the visual representation of people in social assets. The skin tones used in graphics tended toward extremes, failing to reflect the actual diversity of India's population. Rather than flagging individual instances, Sabah built a DEI playbook with standards specific to Indian audiences, and embedded it into the QC process from ideation onward.

Getting the team to internalize the standard required making the stakes clear: this was a brand reputation issue, not a stylistic preference. Once the standard was framed that way, it became an inevitable part of how the work got done rather than an additional burden.