Mumbai, India – Fast-moving consumer goods (FMCG), Gardenia Cosmotrade LLP, has appointed Madison BMB, the creative arm of Madison World, to manage the creative duties for its men’s grooming brand, Gatsby, in India.
Through the partnership, the Gatsby brand will now be reinforcing and expanding its presence in India through its creatives and constantly evolving product range for young Indian males.
Puneet Motiani, Gardenia Cosmotrade LLP’s designated partner, shared consumers are increasingly aware of the products available across segments like hair, face, and body, and while they have always been a trusted brand, they have 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,” said Motiani.
Meanwhile, Raj Nair, the CEO and chief creative officer of Madison BMB, said that the task is for them 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,” said Nair.