Archive · 18 Aug 2025
GCPL Reimagines Media Strategy: Good, Cheap, and Fast
Godrej is changing how it advertises to reach more people without spending too much.
They use a system called MASH to plan ads faster and cheaper.
They are also using AI to make videos quickly and affordably.
They are working with agencies but also building their own team.
They're putting more money into online and TV ads, targeting ads based on where people live, how much money they have, their gender, and age.
The goal is to grow the brand in a sustainable way.
GCPL is restructuring its media strategy to maximize reach at minimal cost.
The company is implementing the MASH system, a proprietary planning tool, to triple campaigns and cut planning cycles.
GCPL is building an in-house ecosystem while maintaining key agency partnerships.
An AI-led "content factory" is creating brand-safe video content at a fraction of traditional costs.
GCPL is investing in digital and connected TV, using the GAGA framework to tailor messaging.
- Who
- Godrej Consumer Products Ltd. (GCPL) is leading the changes.
- What
- GCPL is recalibrating its media and marketing strategy to maximize reach and minimize costs.
- When
- The changes are currently underway.
- Where
- The focus is on the Indian market and includes international campaigns.
- Why
- To achieve sustainable and attributable growth.
Traditional Ad Spending
Attention-Based Advertising
Metrics
Traditional Ad Spending
Focusing on vanity metrics.
Attention-Based Advertising
Focusing on business outcomes.
- Company
- Godrej Consumer Products Ltd. (GCPL)
- Key Strategy
- Maximize reach at minimal cost.
- Planning Tool
- MASH system
- Agency Partner
- EssenceMediacom (India), WPP Media (Indonesia)
- Focus Area
- Digital and Connected TV
- Targeting Framework
- GAGA (Geography, Affluence, Gender, Age)
