Godrej Is Going To Invest In Indian Gaming & Esports Market Soon

Godrej Consumer Products Limited (GCPL) is planning to venture into the gaming and esports sector for advertising, recognizing the growing popularity and user base of gaming and esports IPs in India. This move aligns with other major brands like Philips, TVS, Airtel, and Coca-Cola, which have already shown interest in this space. Additionally, GCPL is increasing investments in recently acquired Raymond Consumer Care Limited (RCCL) products, such as Park Avenue and Kamasutra deodorants.

GCPL's Strategy and Vision

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 to integrate gaming and esports into their marketing strategy. Moorthy highlighted GCPL's diverse brand portfolio, which includes Park Avenue deodorants, Kamasutra condoms, GoodKnight insecticides, and Cinthol soap, catering to a broad consumer base.

Media Mix and Advertising Approach

• Gaming and Esports Integration:

  • Moorthy stated, “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.”
  • He emphasized that gaming will become part of their media mix when it proves to be more cost-effective than other methods.

• Advertising Spending:

  • GCPL has increased its ad spends by approximately 30% annually over the past three to four years, moving from Rs 300–400 crore to about Rs 800-900 crore.
  • The company ranks among the top advertisers in India, with a significant portion of its budget allocated to TV advertising.

• Digital Expansion:

  • Moorthy noted that digital spending is expanding, particularly on connected TVs and smartphones, as consumers increasingly shift towards these platforms.

Advertising Strategy for RCCL Products

• Increased Media Investment:

  • Post-acquisition, GCPL has ramped up advertising efforts for RCCL products like Park Avenue and Kamasutra deodorants.
  • New advertising campaigns for Park Avenue Deodorants and Kamasutra Deodorants have been launched, with a significant presence on air.

• Consistent Campaigns:

  • GCPL has maintained continuous advertising for RCCL brands, ensuring consistent visibility in the market.

Conclusion

GCPL's strategic move into the gaming and esports sector for advertising marks a significant step in reaching younger audiences cost-effectively. By increasing investments in digital platforms and maintaining strong advertising campaigns for RCCL products, GCPL aims to strengthen its market presence and engage a diverse consumer base.