SPL Group’s flagship detergent brand turns to the integrated marketing consultancy to refresh how it speaks to consumers online
New Delhi/Mumbai, 12 October 2026: RSPL Group has roped in One Source, an integrated marketing consultancy, to manage marketing for Ghadi Detergent, its flagship home-care brand. The tie-up is aimed at building a stronger digital footprint for the brand.
One Source will handle digital strategy, creative storytelling, social media, campaign ideation, content development and online brand-building. The agency will help Ghadi shape communication that keeps pace with the changing expectations of consumers. The emphasis will be on recasting the brand’s well-known identity in a more modern, relatable and culturally relevant voice. That voice is meant to appeal to loyal households as well as younger and newer audiences.
Sandeep Rao, managing director of One Source, said Ghadi is “a brand with tremendous familiarity and equity.” He added that the opportunity lies in carrying that legacy into a contemporary digital language, with communication that stays rooted in the brand’s core while feeling distinctive and engaging to today’s consumer. He said the agency looks forward to making Ghadi more memorable in the digital space.
Financial terms and the timeline for the first campaigns were not disclosed.