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GCPL strengthens its partnership with InMobi
September 15, 2021
Godrej Consumer Products Limited (GCPL) has strengthened its tie-up with InMobi. With this association, GCPL means to improve its digital marketing abilities and pioneer precision marketing at scale. The move comes after GCPL used personalized videos to get through a high-clutter environment and those online videos delivered a huge 22% higher advertisement recall for the Kala HIT brand.
Additionally, personalized videos helped the home insecticide category to enroll a 15% development in income during the last financial year, according to an official statement by InMobi.
As per Pankaj Singh Parihar, VP, and head, digital marketing, and transformation, GCPL, there was a shift in the behavior of GCPL’s core target audience of ladies, particularly among moms, because of the pandemic. They were switching to digital-first channels, for example, on-demand video, casual gaming, and other applications on their mobile.
Moreover, the audience preferred to consume this content in their particular local dialects, Parihar noted. This change opened up an opportunity for provided GCPL to identify and engage with connected customers in a personalized manner at scale, he added further.==
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