Dentsu bags creative and media duties of Mandom's Gatsby

Dentsu Creative Impact and Dentsu Media have bagged creative and media duties of Mandom Corporation's Gatsby range of men's grooming products.

Takayuki Enomoto, marketing head, Mandom India, 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."

"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," added Tadashi Urashima, COO, Dentsu Media.

Junichi Minohara, COO, Dentsu Creative Impact, said, "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."

Mandom Corporation India is a subsidiary of Mandom Corporation Japan, manufacturer of men's and women's cosmetics. Gatsby was launched in Japan in
1978 as a hair styling brand and evolved to offer a range of grooming products for men. The brand made its India debut in 2003. The company established a direct presence through Mandom Corporation India in 2012.