Gardenia Cosmotrade has appointed Madison BMB to handle the creative duties for its Gatsby brand.
The agency's mandate is to define a brand positioning for its entire range of products.
Madison BMB had pitched for the business and will handle the account from its Mumbai office.
Gardenia Cosmotrade provides a choice of multi-branded global personal care products which includes brands such as Gatsby and Tiger Balm.
Puneet Motiani, designated partner, Gardenia Cosmotrade, said, “India is a fast-evolving market when it comes to understanding the nuances of men’s grooming. Consumers are increasingly aware of the products available across segments like hair, face and body. While we’ve always been a trusted brand, we’ve noticed a host of new brands enter this space in recent times. We’re a global brand backed by deep knowledge of both the category and the consumer. Hence, we needed an able creative partner like Madison BMB who can help us position our existing range of products to create a clear preference in the minds of the audience.”
Raj Nair, CEO and chief creative officer, Madison BMB, said, “The audience that Gatsby wants to connect with are early adopters with a plethora of choices when it comes to men’s grooming. Gatsby has a range of products that allow the youth brigade to experiment and discover. The task for us has been to develop a brand world that not only communicates the benefits of the range of products, but also builds a relatable and endearing attitude that the audience can easily connect with, particularly in the digital space. It’s a task that’s as exciting as it is challenging, and we look forward to creating memorable and effective communication for Gatsby.