RSPL Group has partnered with One Source, the integrated marketing consultancy, to power integrated marketing initiatives for its flagship detergent brand, Ghadi Detergent. The collaboration aims to strengthen Ghadi’s digital presence through creative storytelling and integrated communication across digital platforms.
Under the partnership, One Source will help Ghadi develop 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, one that engages both its existing consumer base and newer audiences.
The mandate spans digital strategy, creative storytelling, social media, campaign ideation, content development and online brand building. By bringing together Ghadi’s strong household equity and contemporary communication capabilities, the partnership seeks to create relevant and engaging conversations for today’s consumers.
Sandeep Rao, managing director, One Source, said Ghadi is a brand with tremendous familiarity and equity, and the exciting opportunity lies in translating that legacy into a more contemporary digital language. He added that the agency’s focus will be on communication rooted in the brand’s core while remaining culturally relevant, distinctive and engaging for today’s consumer. Rao said One Source is delighted to partner with RSPL and looks forward to creating work that makes Ghadi even more memorable in the digital space.
