RSPL Group and One Source, the integrated marketing consultancy, have partnered to drive integrated marketing initiatives for RSPL Group’s flagship detergent brand, Ghadi Detergent. The collaboration aims to strengthen Ghadi Detergent’s digital presence through creative storytelling and integrated communication initiatives across digital platforms.With a strong legacy in the Indian detergent category, Ghadi Detergent has become one of the leading players,building a distinctive identity around delivering effective cleaning at an accessible price point. As consumer expectations and the way audiences discover, engage with and relate to brands continue to evolve, Ghadi is looking to take the next step in its communication journey, building on its established equity while creating stronger relevance in today’s digital environment.The partnership with One Source will support Ghadi in developing communication that reflects the changing needs and expectations of its audiences. The focus will be on translating the brand’s familiar character into contemporary, relatable and culturally relevant storytelling that can engage both its existing consumer base and newer audiences.Sandeep Rao, Managing Director, One Source, commented, “Ghadi is a brand with tremendous familiarity and equity, but what makes the opportunity particularly exciting is the scope to translate that legacy into a more contemporary digital language. Our focus will be to build communication that is rooted in the brand’s core, while being culturally relevant, distinctive and engaging for today’s consumer. We are delighted to partner with RSPL and look forward to creating work that makes Ghadi even more memorable in the digital space.”As part of the partnership, One Source will work with Ghadi Detergent, with the mandate spanning digital strategy, creative storytelling, social media, campaign ideation, content development and online brand building. The partnership will bring together Ghadi’s strong household equity and contemporary communication capabilities to create relevant and engaging conversations for today’s audiences.