P&G India bets on consumer-truth playbook to reinvent Whisper, Head & Shoulders and Vicks
At Brand World Summit 2026, P&G India CMO Mukta Maheshwari outlined a consumer-centric approach: Whisper Period Pants, a repositioning of Head & Shoulders around 'oily sticky dandruff', and an Ayurvedic Vicks reformulation backed by creator-led marketing tailored to Indian shoppers.
P&G India CMO Mukta Maheshwari at Brand World Summit 2026 detailed consumer-centric brand building, citing Whisper Period Pants, Head & Shoulders' 'oily sticky dandruff' repositioning, and Vicks' Ayurvedic reformulation with creator-led marketing for Indian consumers.
Why this matters
Builds on P&G India's consumer-truth innovation push with Whisper Period Pants and Vicks Gen Z marketing, even as the company flags urban demand softness and 30-50% crude-linked input cost pressure.
Retail-brand theme accelerating at +309800% QoQ.