P&G India today unveiled P&G Loop – The Creator Collective, bringing its portfolio of brands across categories together in India for the first time. Hosted at Dome @ NSCI SVP, Mumbai, the two-day experience brings together over thousands of creators and cultural voices, alongside P&G’s global and India leadership, scientists, brand ambassadors and partners, for an immersive look at the science, consumer insights and innovation behind its products.
At P&G, innovation begins with a deep understanding of consumers and their evolving needs. Guided by the consumer-first belief, P&G Loop creates new opportunities for creators to engage with the science and thinking behind its products, helping make product innovations and their benefits more accessible and relatable to consumers. Through immersive brand worlds, expert-led conversations, interactive masterclasses and live demonstrations, the experience brings the stories behind everyday products to life.
The event also spotlights P&G’s iconic brands and the latest offerings, showcasing how consumer understanding, scientific expertise and continuous innovation come together to develop products that address real-life needs. Moving beyond conventional product showcases, P&G Loop offers creators an opportunity to explore the research, formulation science and the care that goes into bringing brands to life that are focused on improving everyday lives and meeting the unmet needs of consumers.
Kumar Venkatasubramanian, CEO, P&G India, said “At P&G, innovation begins with a deep understanding of consumers and a commitment to meeting their evolving needs. Guided by our consumer-first belief, we continuously bring together science, research and consumer insights to develop innovations that make a meaningful difference in people’s everyday lives. With P&G Loop – The Creator Collective, we are bringing our portfolio of brands together in India for the first time, creating a unique opportunity for creators to experience the science and thinking behind our products firsthand. We believe these interactions will spark new conversations, deepen understanding of our innovations and help bring the value of our brands closer to consumers.”
The experience features leaders from across P&G’s global and India businesses, including Freddy Bharucha, CEO – Beauty, P&G; Oya Öngör, President – IMETA; and David Khoo, Principal Scientist and Director of Scientific Communications at P&G’s Singapore Innovation Center, alongside P&G India leadership. Their participation brings diverse perspectives on consumer understanding, scientific innovation and the thinking that goes into developing products for everyday needs.
Brand ambassadors Rashmika Mandanna (Whisper), Prajakta Koli (Venus) and brought the ethos of their respective brands and their consumer promises to life, translating product benefits and brand values into relatable consumer conversations.
A first look at what’s new: Innovations designed around consumers
At P&G Loop – The Creator Collective, P&G unveiled new product innovations alongside experiences from across its brand portfolio. Rooted in consumer insights and powered by scientific expertise, these launches address specific everyday needs, translating them into tangible product benefits.
- Head & Shoulders Clinical Strength Shampoo: Addressing the challenge of stubborn dandruff, the shampoo is powered by 1% selenium sulfide to target persistent flakes while maintaining scalp moisture, bringing targeted formulation science to a consumer need.
- Old Spice Deodorant Stick – “Spray Udega, Stick Tikega”: Responding to the insight that 50% of men dislike it when their deodorant spray fades within just 1–2 hours, Old Spice introduced its deodorant stick as a longer-lasting alternative to conventional sprays, designed to keep men feeling fresh throughout the day. The launch brings this benefit to life through the brand’s signature humour and the campaign line, “Spray Udega, Stick Tikega.”
- Vicks VapoSteam Tabs: Bringing a familiar wellness ritual into a convenient format, Vicks VapoSteam Tabs combine Nilgiri/eucalyptus, menthol and camphor for steam inhalation, designed to help adults relieve congestion associated with cough and cold.
- Whisper – “Bindaas” and product innovations: Rooted in the belief that periods should never dictate how a girl lives her life, Whisper’s Bindaaas philosophy reflects a deeper understanding of young women — who they are, what they believe in and how they see the world. Launched at P&G Loop, the campaign reinforces Whisper’s commitment to evolving both its communication and product innovations to meet her changing needs, with solutions such as Choice Ultra, Period Panty and BindazzZ Nights. At its heart is a simple belief: Whisper should fit into her world, not the other way around — helping her stay true to herself, even on her period.
- Ariel Power Gel – #FreeTheLemon: Challenging the deeply ingrained belief that tough stains require household hacks like lemons and excessive scrubbing, Ariel’s #FreeTheLemon campaign demonstrates how its Power Gel is designed to remove tough stains in one wash. By challenging the extra effort consumers have traditionally associated with stain removal, the campaign brings Ariel’s product performance to life — showing how the right innovation can simplify everyday laundry and free consumers from unnecessary steps.
Through P&G Loop – The Creator Collective, P&G India is creating a platform for deeper engagement with its brands, bringing together science, consumer understanding and creativity. By opening up its innovation ecosystem to creators, the experience aims to spark more informed conversations about the products people use every day and the thinking that goes into making them.