In the evolving landscape of Indian advertising, legacy brands have been slow to embrace gaming and esports. However, Godrej Consumer Products Limited (GCPL) is set to change that narrative. With the increasing popularity of gaming and esports, GCPL is planning to invest in these sectors. Other major brands like Philips, TVS, Airtel, and Coca-Cola have already shown keen interest in this space. Additionally, GCPL is ramping up investments in its newly acquired Raymond Consumer Care Limited (RCCL) products, such as Park Avenue and Kamasutra deodorants.

 

Embracing the Gaming and Esports Wave

During the launch of India’s first indigenous mosquito repellent molecule, Renofluthrin-based GoodKnight Vaporizer, Ashwin Moorthy, Chief Marketing Officer of GCPL, discussed the company's plans with Storyboard18. Moorthy highlighted GCPL’s strategic shift towards gaming and esports as part of its broader marketing and advertising strategy.

“We don't take a fixed position on either content or media,” Moorthy stated. “Under Godrej, we have a diverse range of brands in GCPL, from Park Avenue deodorants and Kamasutra condoms to GoodKnight insecticides and Cinthol soap. We cater to a wide demographic, from young men making their first deodorant purchase to older individuals protecting their homes from mosquitoes.”

Moorthy emphasized the growing relevance of gaming as a cost-effective medium to reach young consumers. “We believe the time has come in India where gaming can become one of the cheapest, most cost-effective, and efficient ways to reach young consumers, and you will soon find us advertising there.”

Timeline and Investment

Regarding the timeline for GCPL’s entry into the gaming and esports space, Moorthy mentioned, “When it becomes cheaper to reach consumers through gaming than through other methods, it will naturally become part of our media mix. That time is not far off.”

 

Advertising Spend and Strategy

GCPL has significantly increased its advertising spend over the past few years. “We have increased our ad spends by roughly 30 percent each year over the last three to four years, moving from approximately Rs 300-400 crore to about Rs 800-900 crore. We are among the top advertisers in India, ranking around third or fourth in the FMCG sector. Our major spending is on TV, but we remain flexible with our media mix,” Moorthy explained.