Dentsu Digital bags Gatsby account

The mandate given to the agency is to create an overall online presence for the brand with a strong focus on creating engagement via social media.

Dentsu Digital, a fully integrated digital marketing solutions company of the Dentsu India Group, has won the digital duties of Gatsby, a brand of personal care products aimed specifically at men. Gatsby is a part of Mandom India. The account win was the outcome of a multi-agency pitch process.

This is the first time that the brand had pitched for a digital agency in India. Earlier, in June 2013, Dentsu Creative Impact and Dentsu Media had bagged the creative and media duties of Mandom Corporation's Gatsby.

Gatsby was launched in Japan in 1978 as a hair styling brand and evolved rapidly to offer a complete range of grooming products for men. It currently is the Numero Uno brand in the men's grooming category in Japan and has an overwhelming 55 per cent share in the men's hair styling category in the country.

Commenting on the win, Glen Ireland, CEO, Dentsu Digital, says, "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."

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.

The company had also appointed Varun Dhawan as the official brand ambassador for brand Gatsby. Dhawan was mandated to endorse the Gatsby range of hair styling products that are ranked high on style and are established in the Indian market.