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.

By  Yukta RajMay 14, 2025 8:34 AM
GCPL writes new rulebook; reimagines design, media and creative functions with in-housing model
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.

First Published on May 14, 2025 8:34 AM

More from Storyboard18

Brand Makers

Sun Pharma appoints Kirti Ganorkar as the Managing Director

Sun Pharma appoints Kirti Ganorkar as the Managing Director

Brand Makers

Inside Zuckerberg’s AI gambit: Superintelligence, nine-figure salaries, and a team of 50

Inside Zuckerberg’s AI gambit: Superintelligence, nine-figure salaries, and a team of 50

Brand Makers

PM Modi visits Air India crash site in Ahmedabad

PM Modi visits Air India crash site in Ahmedabad

Brand Makers

RBI extends Yes Bank's MD & CEO Prashant Kumar's tenure by six months

RBI extends Yes Bank's MD & CEO Prashant Kumar's tenure by six months

Brand Makers

Scale AI's Alexandr Wang to join Meta's superintelligence mission; Jason Dorege to be interim CEO of startup

Scale AI's Alexandr Wang to join Meta's superintelligence mission; Jason Dorege to be interim CEO of startup

Brand Makers

Shalimar Paints' Varun Malik joins Timex Group as General Manager - Marketing

Shalimar Paints' Varun Malik joins Timex Group as General Manager - Marketing

Brand Makers

WPP Media appoints Caroline Foster Kenny and Stephanie Prager as Global Client President

WPP Media appoints Caroline Foster Kenny and Stephanie Prager as Global Client President

Brand Makers

Malini Agarwal moves on from MissMalini Entertainment

Malini Agarwal moves on from MissMalini Entertainment