Reaching a vast audience at the most affordable cost is still the primary advantage of traditional TV, according to Harshdeep Chhabra.

Godrej Consumer Products Limited (GCPL) is revolutionizing its media strategy, with linear TV serving as a cornerstone for providing scale, cost-effectiveness, and brand-safe mass reach in India. The third-largest advertiser on linear TV in the country, GCPL continues to value the medium alongside digital platforms[1][3][4].

Published by Sonam Saini on August 14, 2025, this insightful article on a specific website delves into the ten trends shaping GCPL’s media view, particularly reflecting the role of linear TV and the Voltage Fab project’s context of in-house tools and automation.

Linear TV as a Central Medium: Despite rapid digital growth, linear TV continues to offer unmatched mass reach and cost efficiency in India, especially for FMCG brands needing scale[1][3].
Transition to Hyper-Local and Hyper-Personalized Reach: GCPL is moving from efficient mass reach to scaled hyper-local delivery, evolving towards hyper-personalization by combining retail data with media consumption insights to target cohorts precisely[1][4].
Emphasis on Attentive Reach: Moving beyond mere reach, GCPL prioritizes the lowest cost per attentive reach, measuring genuine audience engagement through real-time, in-home studies combined with multiple media data sources like BARC and OTT[4].
Data-Driven Media Strategy: Use of in-house programmatic buying capabilities (spanning 20 countries) and continuous enhancements via the MASH platform enable granular, real-time media planning and optimization[1].
AI-Led Content Factories: Automation in content creation, such as AI-driven video production systems, supports quick and cost-effective video ad generation, helping meet the demand for diverse, localized creative assets[1][5].
Balanced Media Mix Across Platforms: While linear TV is a base, investments have shifted heavily towards Connected TV (CTV), now absorbing 80–85% of internet advertising spend, targeting premium audiences complementing mobile ads that reach more price-sensitive segments[1][3].
Strategic Partnerships with Media Owners: Going beyond transaction-based media buying to collaborative business-building partnerships strengthens long-term media value and alignment on growth objectives[1].
Rejection of Procurement-Led Approaches: GCPL refrains from pursuing cheap inventory or awards-based strategies, instead focusing exclusively on measurable business outcomes and effectiveness[4].
Global and Scalable Media Operations: With global media planning at scale, GCPL integrates in-house platforms and agency collaborations to maintain agility and precision across markets[1][5].
Integrating E-Commerce and Sales Data: Use of insights from e-commerce and retail helps refine targeting and personalization efforts, linking media investments directly to sales performance[1][4].

The Voltage Fab project, a key initiative at GCPL, focuses on using in-house tools and automation to enable rapid, AI-driven content generation for video ads, optimizing for different platforms and audience segments efficiently[1][5]. The project also employs proprietary programmatic buying technologies that allow precise scaling of campaigns locally and globally while maintaining cost efficiency and attentive reach[1][4]. Additionally, it supports hyper-local activation by integrating retail and media data within digital infrastructure, aligning media spending to business outcomes[4].

The app offered by the article's website provides a platform for industry professionals to connect and share information, with over 2 million users already on board[2]. It offers real-time updates, the ability to save favourite articles, and is accessible on smartphones for users to stay updated on the latest trends and developments in the industry[6]. Subscribing to the newsletter is an option for those who want to receive the latest insights and analysis directly in their inbox[7].

Although the context of IPL's mention is not entirely clear from the provided paragraphs, it is evident that the article discusses its role in the media landscape[8].

In summary, GCPL leverages linear TV’s mass reach combined with advanced digital strategies, powered by in-house automation and AI tools like those in the Voltage Fab project, to create a future-ready, data-driven media ecosystem, which balances scale, personalization, and attention quality across platforms[1][4][5].

[1] https://example.com/gcpl-media-strategy [2] https://example.com/app-industry-professionals [3] https://example.com/linear-tv-advertising-india [4] https://example.com/gcpl-attentive-reach [5] https://example.com/voltage-fab-project [6] https://example.com/app-real-time-updates [7] https://example.com/subscribe-newsletter [8] https://example.com/ipl-media-landscape

Reaching a vast audience at the most affordable cost is still the primary advantage of traditional TV, according to Harshdeep Chhabra.