ITV

Tag: Gatsby

  • BC Web Wise bags the digital duties for Gatsby

    BC Web Wise bags the digital duties for Gatsby

    Mumbai: Gardenia Cosmotrade men’s grooming brand Gatsby onboarded BC Web Wise for the digital duties. The agency will drive the brand’s positioning and awareness for its entire range of products and help capture a greater share in the men’s grooming space.

    Japanese company Mandom Corp., which owns Gatsby, has owned the brand since its establishment in 1927. Since then, it has evolved with the times and trends to become a total grooming brand with products in various categories including hair styling, face care, body care, beard grooming, and fragrance. Through its product line targeted at young Indian men, the company is currently looking at reinforcing and expanding its presence in India.

    Gardenia Cosmotrade designated partner Puneet Motiani said, “The male grooming market in India is at an inflection point, the youth today is globally aware and demands products that are world class, to which they add their own style of expression. Gatsby, born in Japan and consumed across the world, provides one of the best quality and range of products in the male grooming category. We’ve got a variety of exciting new launches of styling and skincare products coming up. And I am certain that the audience is going to love them. We’re looking forward to this creative partnership with BC Web Wise to position the brand ‘Gatsby’ as their preferred choice.”

    Gardenia Board brand & marketing expert and advisor Pankaj Bhawnani said, “Chaaya is transforming BC Web Wise with a fresh talent pool and brings to the table a unique blend of creative, social, performance and ecommerce capabilities, making them the right partner for the growing ambitions of Gardenia Cosmotrade.”

    Speaking on the appointment, BC Web Wise founder & MD Chaaya Baradhwaaj added, “Gatsby is an exciting brand that continuously innovates driven by data. It aligns seamlessly with the BC Web Wise DNA and we are excited to partner in the growth story of the brand with creative and impactful digital marketing solutions.”

  • White Rivers Media retains grooming brand Gatsby’s digital account

    White Rivers Media retains grooming brand Gatsby’s digital account

    MUMBAI: Mandom Group’s grooming brand in Asia – Gatsby has associated with White Rivers Media for the third time in row.
    As part of the mandate, White Rivers Media, the digital agency, will continue to manage their digital and social media presence across India.
    Gatsby India’s branding ideas have successfully managed to resonate with their target audience. Since the first year of the brand’s association with White Rivers Media, this digital agency has studied their target audience well and accommodated these insights into content. Engaging content on the page is exclusively targeted towards young urban men, which has resulted in an impressive engagement rate.
    To put their best foot forward in the future, this collaboration aspires to explore different permutation and combinations of engaging content, media spends, ad models to optimise their reach. The agency also plans to strike conversations in the community and sense the sentiment for various messages. These insights will help them to enhance brand management, evolve in their own space and stay ahead of their competition.
    White Rivers Digital Media chief executive officer and founder Shrenik Gandhi says, “We have been working closely with team Gatsby since past 2 years and I am looking forward to a great next year with the brand. While a good portion of our time this year shall be invested in building the brand in the ‘traditional digital’ manner, special efforts are being taken to capture the new age digital audience via innovative and category first digital activations. I take this opportunity to thank team Gatsby India on the continued trust they have on us.”
    Gardenia Cosmocare (exclusive agent for Gatsby n India) director Puneet Motiani adds, “A good sense of product market as well as a keen ear to the ground greatly assists in selecting the right target audience and engaging them in a fun and constructive manner allowing for meaningful brand interactions which in turn results in positive and improved consumer experiences.”
    For the past ten years, male grooming products have cut out a strong niche for themselves in the global market. In addition to the initial connection of beard to masculinity, being well-groomed is now an essential part of a young man’s routine. To buy these grooming products or gain more information about them, they turn to the web world. Hence, accurate branding of these grooming products in the digital space is extremely important.

  • Dentsu Digital bags digital duties for Mandom’s Gatsby

    Dentsu Digital bags digital duties for Mandom’s Gatsby

    MUMBAI: Dentsu Digital has recently been awarded digital duties of Gatsby, a part of Mandom India.
     

    The account win was the outcome of a multi agency pitch process.

    Commenting on opening 2014 on a high by winning the Gatsby’s account, Dentsu Digital CEO Glen Ireland said, “It is a great feeling to start the year with a new business win – especially, if it’s in a category that continues to grow rapidly across markets. The mandate given to us is to create an overall online presence for the brand with a strong focus on creating engagement via social media. Given the TG definition of Gatsby – Facebook will play a dominant role in creating that conversation – other channels like YouTube would help deepen the brand experience via demo-based video content. We also plan to leverage Instagram and Pinterest – relatively newer social media platforms to enhance the visibility of Gatsby online.”

     

    Gatsby was launched in Japan in 1978 and the brand made its India debut in 2003 when Mandom Indonesia started distribution of Gatsby products in the country. The year 2008, marked a new chapter in Mandom’s India plans when it appointed Mumbai-based Gardenia Cosmocare as its distributor.

     

    Since then the brand has moved from strength to strength and resulted in the company establishing a direct presence in India through Mandom Corporation (India) in 2012, making it the 11th country where the company has a direct presence.

  • Gatsby launches its new TVC for its hair styling product

    Gatsby launches its new TVC for its hair styling product

    MUMBAI: The newly launched hair styling product ‘Gatsby Water Gloss‘ has come up with a new TVC staring actor Varun Dhawan. The TV commercial has been conceptualised by Dentsu Creative Impact.

    The 45 seconds commercial showcases the brand ambassador Varun Dhawan in different roles where he is seen jumping from the helicopter, fighting in a war, talking to his blind mother and dancing on a train‘s rooftop repeating the same dialogue in all the scene ‘Hero ke baal kabhi kharab nahi hotey.‘

    The ad film has been directed by Anurag Basu and produced by Fullmoon Productions.

    On entering India and expanding the presence of the hair grooming brand in India, Mandom India marketing head Takayuki Enomoto said, “We are all very excited about launching Gatsby Water Gloss in India and starting our marketing activities in full swing with our brand ambassador Varun Dhawan. We plan to cultivate a ‘hair styling culture‘ in India. We are looking forward to influencing young men through Varun and expect this association to boost the brand‘s visibility in India with the help of our creative partner Dentsu Creative Impact.”

    According to the Dentsu Creative Impact national creative director Harish Arora said, “The objective of the TVC was to emphasis on the benefits of the product which gives instant styling and strong holding power. We have used some Bollywood scenes in this commercial to make this ad more interesting. Glamour and beauty is a big thing in Bollywood that is the reason that the hero always looks ‘perfect‘- in any situation. The hero will always look like a million dollars. This is where our idea came from. We decided to showcase that even in extreme situations; a hero‘s hairstyle never gets messed up. The reason is Gatsby Hyper Solid.

    When asked about Varun Dhawan being roped in for the ad, Arora added, “We wanted to approach a talented and a new face who can represent the youth and who could have been a better choice than Varun Dhawan.”

  • Dentsu bags creative and media mandates of Gatsby

    Dentsu bags creative and media mandates of Gatsby

    MUMBAI: Dentsu Creative Impact and Dentsu Media have together bagged the creative and a media duty of Mandom Corporation’s Gatsby range of men’s grooming products.

    Mandom Corporation (India) is a wholly owned subsidiary of Japan based Mandom Corporation that is engaged in manufacturing and selling men’s and women’s cosmetics.

    The Company operates its business mainly in Japan and Indonesia and it offers products like Gatsby, Pucelle and F&F.

    Talking about the launch of their new product, Mandom India marketing head Takayuki Enomoto said, “We are all very excited about launching Gatsby Water Gloss in India and starting our marketing activities in full swing with our brand ambassador Varun Dhawan. We plan to cultivate a ‘Hair Styling culture‘ in India. We are looking forward to influencing young men through Varun and expect this association to boost the brand‘s visibility in India with the help of our creative partner Dentsu Creative Impact.”

    Dentsu Media COO Tadashi Urashima said, “Partnering Mandom in the challenge to effectively access and engage with the trend-setting Indian youth is both exciting and exacting work for Dentsu Media. It is an honor and pleasure to work with Mandom in communicating the emotion and passion of the Gatsby brand in this country, using an integrated Dentsu approach, with a cut-through campaign to deliver significant ROI.”

    On getting the creative duties for the brand, Dentsu Creative Impact COO Junichi Minohara said, “Excited, ecstatic and enthusiastic. It is a huge opportunity for us to partner a company such as Mandom Corporation in making a strong brand like Gatsby an even stronger player in the Indian market. The strength of this brand is immense in all countries where it is present, and we look forward to giving it the same stature in India as well.”