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.
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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.
