GCPL’s Creative Gamble Pays Off: In-House Model Sparks Innovation and Growth

Updated: October 13, 2025 04:31

Image Source: Mint

Godrej Consumer Products Ltd. (GCPL) has redefined its brand-building strategy by pivoting to an in-house creative model. Moving away from traditional agency dependence, GCPL now drives design, media, and content internally—resulting in faster execution, deeper integration, and stronger brand impact across categories. The shift has attracted top talent and boosted ROI.

Inside GCPL’s Creative Reinvention: How In-Housing Became a Game-Changer

In a bold move that’s reshaping India’s FMCG marketing landscape, Godrej Consumer Products Ltd. (GCPL) has embraced a fully in-house creative model, steering away from conventional agency partnerships. This strategic pivot, rooted in agility and integration rather than cost-cutting, is already delivering measurable results.

Key Highlights from GCPL’s In-Housing Success Story:

Strategic Shift with Purpose

GCPL’s in-housing model is driven by strategic ambition, not just efficiency.

The company aims to integrate creativity with business goals, enabling faster and more relevant brand communication.

Talent Magnet Effect

The model has attracted professionals from top agencies, media houses, and startups, drawn by the opportunity to create impact with fewer layers.

GCPL’s internal teams now include designers, media planners, and content creators working directly with brand managers.

AI and Data-Driven Media Planning

GCPL leverages AI tools to optimize media spend and maximize reach.

Inspired by Byron Sharp’s “How Brands Grow,” the company focuses on broad reach and consistent brand memory.

Top Advertiser Status

Over the past two years, GCPL has climbed into the top five advertisers in India, thanks to increased marketing investments and streamlined execution.

Campaigns are now faster to market, with tighter feedback loops and real-time adjustments.

Category-Wide Impact

From Goodknight to Cinthol, GCPL’s brands have seen improved consumer engagement and creative consistency.

The in-house model allows for cross-functional collaboration, enhancing product storytelling and innovation.

Leadership Vision

Chairperson Nisaba Godrej emphasized the importance of simplifying operations and boosting innovation as part of GCPL’s “Vision 2040” strategy.

The creative pivot aligns with broader goals of growth, agility, and consumer-centricity.

GCPL’s in-house creative transformation is more than a structural change—it’s a cultural shift that’s redefining how Indian brands build relevance and resonance in a fast-moving market.

Sources: Storyboard18, Free Press Journal, Economic Times

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