Dabur’s upcoming marketing GCC to power AI-led content and media effectiveness

New Delhi: Dabur India is setting up a Digital Marketing Global Capability Centre as the FMCG major looks to strengthen its marketing technology, AI-led consumer engagement and content creation capabilities across markets. In its Integrated Annual Report 2025-26, Dabur said, “We are in the process of setting up a Digital Marketing GCC to further elevate our consumer engagement through advanced MarTech, AI-led insights, and data-driven execution.” Dabur said the Digital Marketing GCC will build MarTech tools, in-house digital applications, and intelligent automation use cases to improve campaign effectiveness. It will also deploy AI-enabled capabilities for content intelligence, audience segmentation and automated actionable insights. The company said the GCC will create unified dashboards, benchmarking frameworks, attribution models and real-time performance visibility. It will also develop playbooks and best-practice frameworks to improve media planning and personalisation. A key part of the plan is to centralise intelligent content creation at scale. For a company with brands across healthcare, foods and beverages, home and personal care, this suggests a more integrated approach to creative production, performance measurement, and consumer targeting. The Digital Marketing GCC is being planned alongside Dabur’s already operational IT GCC. The company said the IT GCC functions as a strategic hub for enterprise systems, data and analytics, AI and business transformation. Dabur said the Digital Marketing GCC will complement this by further elevating consumer engagement through advanced MarTech, AI-led insights and data-driven execution. Together, the company said, these capabilities are expected to enable greater agility, innovation and globally benchmarked excellence across operations. The development comes at a time when Dabur is also increasing the role of AI across business functions. The company said it established a centralised AI framework during the year to identify, prioritise and scale AI-led use cases across sales, marketing, commercial and supply chain operations. In marketing, Dabur said AI adoption includes personalised consumer engagement, AI-assisted content creation and enhanced media effectiveness. The company also rolled out an enterprise-wide AI platform that supports automated report generation, business summaries, AI-assisted creation of presentations, content, visuals and videos, and intelligent enterprise search. Its premium D2C nutraceutical brand, SIENS by Dabur, was launched on Amazon and DaburShop. Dabur said the brand used over 400 creator collaborations to build science-led education and credible digital advocacy around ingredients, helping drive engagement, ratings and repeat purchases. The company is also extending heritage brands into digital and premium formats. Dabur Gulabari has moved into personal care with shower gels, while Real Cheers marks Dabur’s entry into the cocktail mixer category with flavours targeted at Gen Z and millennial consumers. Dabur A2 Cow Ghee was introduced as an e-commerce and D2C-exclusive offering. The annual report also shows Dabur using AI and creator-led formats across brand campaigns. Dabur Amla’s Teacher’s Day campaign used a 100% AI-generated video and a personalisation-led microsite, while influencer amplification and a nano creator network were used to drive reach and engagement.