Godrej Consumer Products (GCPL) has revolutionized its marketing strategy by establishing Lightbox, an in-house design lab, and the Media Allocation and Spends Harmonisation (MASH) platform, optimizing campaigns and costs. With the upcoming launch of an AI lab and content factory in South Africa, GCPL aims to maximize ad spend efficiency. Similarly, Hindustan Unilever (HUL) uses its Sangam platform to streamline media planning, reducing turnaround times significantly.
Amid economic challenges, marketers are leveraging AI and programmatic tools for cost-effective campaigns. Pidilite’s KwikGPT initiative demonstrates this with its interactive microsite, encouraging consumer engagement during festive seasons. As digital investments rise, HUL has reallocated spend from traditional media to digital avenues.
Mondelez is also driving innovation with AI-driven campaigns, like Cadbury Silk’s personalized videos. As these companies embrace technology, they enhance creative processes and media efficiency, positioning themselves for competitive differentiation in a saturated market. GCPL’s commitment to tech investment focuses on achieving a cost-effective reach for its brands.
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