Rspl Group’s Ghadi Detergent Partners With Integrated Marketing Consultancy, One Source
CE DESK 
RSPL Group and One Source, the integrated marketing consultancy, have partnered to drive integrated marketing initiatives for RSPL Group’sflagship detergent brand, Ghadi Detergent. The collaboration aims to strengthen Ghadi Detergent’s digital presence through creative storytelling and integrated communication initiatives across digital platforms.
With a strong legacy in the Indian detergent category, Ghadi Detergent has become one of the leading players, building a distinctive identity around delivering effective cleaning at an accessible price point. As consumer expectations and the way audiences discover, engage with and relate to brands continue to evolve, Ghadi is looking to take the next step in its communication journey, building on its established equity while creating stronger relevance in today’s digital environment.
The partnership with One Source will support Ghadi in developing communication that reflects the changing needs and expectations of its audiences. The focus will be on translating the brand’s familiar character into contemporary, relatable and culturally relevant storytelling that can engage both its existing consumer base and newer audiences.
Sandeep Rao, Managing Director, One Source, commented, “Ghadi is a brand with tremendous familiarity and equity, but what makes the opportunity particularly exciting is the scope to translate that legacy into a more contemporary digital language. Our focus will be to build communication that is rooted in the brand’s core, while being culturally relevant, distinctive and engaging for today’s consumer. We are delighted to partner with RSPL and look forward to creating work that makes Ghadi even more memorable in the digital space.”
As part of the partnership, One Source will work with Ghadi Detergent, with the mandate spanning digital strategy, creative storytelling, social media, campaign ideation, content development and online brand building. The partnership will bring together Ghadi’s strong household equity and contemporary communication capabilities to create relevant and engaging conversations for today’s audiences.
About RSPL Group
RSPL Group is a diversified Indian conglomerate with a strong presence across consumer goods and other business verticals. Its portfolio includes well-established brands across detergents, personal care, home care and other categories. Ghadi Detergent is the flagship detergent brand from RSPL Group and is among the most recognised detergent brands in India. Built around the promise of effective cleaning and value, Ghadi has established a strong connection with Indian households over the years. The brand continues to evolve its product portfolio and consumer communication to remain relevant to changing consumer needs.
About One Source
One Source is a leading integrated marketing consultancy specialising in branding, content marketing, corporate communication, digital marketing and creative strategy. With offices in New Delhi, Bengaluru and Mumbai, One Source works with a diverse portfolio of clients across sectors including FMCG, BFSI, fintech, healthcare, technology and consumer brands. The consultancy focuses on creating integrated communication strategies that combine creativity, culture and business objectives.
