Procter & Gamble India advertising & marketing assignments

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Selected P&G India advertising

Procter & Gamble India is one of the country's leading advertisers, although it markets a comparatively small portfolio of products here. Despite India's vast size, it remains one of P&G's smaller global markets with combined sales of only around $1.5bn. Wary of the long-established powerbase held by Unilever and Colgate-Palmolive in India, P&G took its time establishing a local presence here, and only took its first steps into the country with the acquisition of Richardson-Vicks in 1985. It still has a comparatively low profile outside urban centres, although it is gaining profile with an aggressive price-cutting strategy as well as community outreach programme P&G Shiksha, which brings hygiene education and school development funding to children from poor families. P&G Suraksha is a new programme introduced in 2020 to donate personal care products to communities impacted by the Covid pandemic. For various historical reasons, the group operates through three separate subsidiaries, two of which are part-publicly owned, although all report to a central management team. Procter & Gamble Hygiene & Healthcare manages just three brands. The two biggest by far are Vicks, India's top-selling healthcare product, and Whisper, the local version of the Always feminine hygiene franchise, and the local market leader in feminine care. P&G H&H also markets men's grooming product Old Spice but sales are very low. Combined sales in ye Jun 2020 were around $410m. Whisper alone accounts for around two-thirds of sales, and Vicks almost all the rest. P&G Gillette India, also part-owned by local shareholders, markets Gillette and Oral B. Sales were around $230m in ye 2020, split 76/24 between the Gillette and Oral B brands. Finally, wholly owned P&G Home Products handles the group's other international products. Key brands include Ariel and Tide detergents (though P&G ranks third locally behind Unilever and Ghari Industries); Pantene and Head & Shoulders; also Olay, Pampers and Ambi-Pur. Madhusudan Gopalan was appointed as group CEO in 2018, and works across all three corporate entities.

Capsule checked 21st January 2021

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Historical profile information for Procter & Gamble India

Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 25th Jun 2015: Ads of the Week: Cannes Grand Prix Glass Lion "Touch The Pickle". It's turning out to be a great year at Cannes for P&G, who have picked up three Grand Prix so far for their sanpro portfolio. The top award in the new Glass Lions category, celebrating gender-equality, was collected by BBDO India for its "Touch The Pickle" campaign for P&G's Whisper brand - the local version of Always. The campaign sets out to bust the myths surrounding menstruation in Indian communities, not least the taboo that dictates that a menstruating woman should not touch the pickle jar because it will spoil.


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