Dentsu Digital bags digital duties for Mandom's Gatsby

Japan-based Mandom Corporation is mainly engaged in manufacturing and marketing men's and women's cosmetics The account was won after a multi-agency pitch process

BestMediaInfo Bureau | Delhi | January 2, 2014

Dentsu Digital, a fully integrated digital marketing solutions company of the Dentsu India Group, has recently been awarded the digital duties of Gatsby, 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 account, Glen Ireland, CEO, Dentsu Digital, 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, which are relatively newer social media platforms, to enhance the visibility of Gatsby online.”

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.

The brand made its India debut in 2003 when Mandom Indonesia started distribution of Gatsby products in the country. 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.

Mandom Corporation (India) is a wholly owned subsidiary of Japan-based Mandom Corporation, and is mainly engaged in the manufacture and sells men's and women's cosmetics. Mandom offers its products under the brand names Gatsby, Pucelle, F&F, among others. The company is also engaged in the provision of insurance agency and building management service through its subsidiary.

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