RSPL Group has partnered with integrated marketing consultancy One Source to strengthen the digital presence of its flagship detergent brand, Ghadi Detergent.
The collaboration will focus on building contemporary, culturally relevant communication through digital platforms, while retaining the brand’s established identity around effective cleaning at an accessible price point.
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.”
Under the partnership, One Source will handle digital strategy, creative storytelling, social media, campaign ideation, content development and online brand building. The aim is to translate Ghadi’s established household equity into relatable communication that resonates with existing consumers and attracts newer audiences.
