CE DESK 
Godrej Consumer Products (GCPL) launches AI lab and content factory to boost in-house marketing, enhance agility, and reduce content production time.
Godrej Consumer Products Limited (GCPL) is significantly expanding its in-house strategy in advertising and marketing. Building on the establishment of its in-house agency a few years ago, GCPL is now adding an AI lab and a content factory, initially launching these initiatives in South Africa before extending to India.
GCPL already operates a media planning platform called Media Allocation and Spends Harmonisation (MASH), which supports programmatic buying in 20 countries and has raised campaign volume in India from 10 in FY21 to 30 by FY26.
The new AI lab and content factory will leverage advanced AI technologies, including tools from JSON and Google V03, to produce high-quality content at scale with an emphasis on efficiency and cost effectiveness described by GCPL’s global media lead Harsh Deep Chhabra as “good, fast, and cheap” production.
Chhabra highlighted that while GCPL continues to collaborate with external partners like EssenceMediacom in India, WPP Media in Indonesia, and Carat in South Africa, in-housing allows the company to safeguard sensitive information and ensure best practices remain within its ecosystem.
GCPL’s media focus also includes four key areas for agency collaboration: trading, troubleshooting (understanding competition and consumer behavior), talent upgrading (notably optimizing platforms like TikTok), and technology cooperation with agency-developed tools.
An example of AI use is an AI-generated film for Godrej Aer O, a car fragrance gel conceived by Chhabra’s daughter for cab drivers, demonstrating AI’s role in concept video creation, even for a niche audience.
