White Rivers Media has won the digital mandate of Buds & Berries, the first online-only brand of garden-fresh personal care products by CavinKare, in a multi-agency pitch.
The recent digital launch of the brand marked the 31-year-old company's entry into the direct-to-consumer space. The brand presently offers skin and hair care products that are available for purchase on Amazon.
"Evolved consumers have evolved personal care needs. Present generation of consumers focus on ingredients, inspirations, and inclinations in life. Thus, Buds & Berries! Our garden-fresh beauty range made as per years of research and development experience, Buds & Berries will be marketed with an aim to create a distinct presence for easy discovery, quick recall and effective business performance. White Rivers Media will helm the creative and digital media strategies to achieve the first two objectives, in turn paving a natural course for the third to materialise," said Amlan Pati, Marketing Head - Digital and eCommerce, CavinKare.
“The shifting consumer preferences favour a future of cut-throat Direct-to-Consumer selling. Traditional businesses that are planning to scale up must tap into the model before competition peaks. CavinKare has been strategizing its digital-first and digital-only unit, leveraging expertise from its omnichannel footprint, for quite some time now. To join their journey at this critical turn, and to facilitate it forward with our solutions, has been a memorable experience, to say the least,” said Shrenik Gandhi, Co-founder and Chief Executive Officer, White Rivers Media.