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GCPL writes new rulebook; reimagines design, media and creative functions with in-housing model
GCPL’s in-housing model has made it a magnet for talent — attracting professionals from agencies, media houses and startups drawn to the opportunity to drive real impact with fewer layers.
GCPL is reimagining its media and creative operations through a uniquely Indian model of in-housing—led not by cost efficiency, but by strategic ambition and integrated growth.
Godrej Consumer Products Limited (GCPL) is rewriting the rulebook on brand building, embracing a new model of in-housing that places agility, creativity, and business integration at its core. In a panel discussion at Investor 2025 with Delshaad Irani - Editor, Storyboard18; GCPL's Swati Bhattacharya, Global Head - Creative Lab; Darshan Gandhi, Global Head - Design; and Harshdeep Chhabra, Global Head - Media discussed the strategies behind FMCG giant.
GCPL is reimagining its media and creative operations through a uniquely Indian model of in-housing—led not by cost efficiency, but by strategic ambition and integrated growth.
Chhabra revealed that the company isn’t following the global trend of completely internalizing media functions. Instead, it adopts a hybrid strategy, choosing to in-house planning for closer alignment with marketing while partnering externally where scale and trading leverage are critical. “We’re not going out and in-housing lock, stock, and barrel. We are seeking a partner ecosystem that adds value,” he said.
Meanwhile, the company's internal media planning engine runs on MASH, a proprietary algorithm, that dynamically allocates media spend based on consumer affordability, media cost efficiency, and attention metrics.
The company evaluates media partners against a strategic 4T framework, that is, trading power, technology access, talent support and troubleshooting insight. “Scale used to matter a lot. Today, it depends. In programmatic, agility often trumps scale,” Chhabra added.
Creativity reimagined with Godrej's Creative Lab
While the media play is strategic, the creative transformation is deeply cultural. Godrej Creative Lab (GCBL) is where R&D, strategy, media, design and storytelling collide under one roof. “In-housing is where R\&D meets strategy meets design meets media meets creative. Otherwise, you're kind of shortchanging the whole idea of in-housing,” the executives said.
They pointed out that more than cost savings, in-housing enables early and egoless collaboration, speed without compromise and braver storytelling. At the heart of this transformation is DISCO (Design Studio for Consumer Outcomes) — the design innovation engine that spans India, Indonesia and Africa, led by Darshan Gandhi.
The leaders added that GCPL’s in-housing model has made it a magnet for talent — attracting professionals from agencies, media houses and startups drawn to the opportunity to drive real impact with fewer layers.
SPOTLIGHT
At the Storyboard18 DNPA Conclave 2025, Union Minister Ashwini Vaishnaw spotlighted the critical role of traditional media in an evolving digital landscape. He emphasized that such gatherings can aid the govt in formulating more effective policies for a balanced and sustainable media ecosystem.
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