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Gardenia appoints Madison BMB for Gatsby's creative duties

The men’s grooming brand is looking at reinforcing and expanding its presence in India.

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Mumbai: Gardenia Cosmotrade LLP has entrusted Madison BMB, the creative arm of Madison World with the creative duties for its men's grooming brand, Gatsby. 

According to a statement, the agency will be responsible for defining the brand positioning for its entire range of products and creating a clear preference over the other brands in the men’s grooming space through compelling communication.

“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," stated Gardenia Cosmotrade LLP designated partner Puneet Motiani. "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.”

Gardenia Cosmotrade LLP provides a choice of multi-branded global personal care products which includes brands such as Gatsby and Tiger Balm. Gatsby, the brand owned by Mandom Corporation, Japan, is one of Gardenia's most valued brands within the portfolio. The brand is now looking at reinforcing and expanding its presence in India through its constantly evolving product range for the young Indian males, said the company in a statement.

“The audience that Gatsby wants to connect with are early adopters with a plethora of choices when it comes to men’s grooming," said Madison BMB CEO and chief creative officer Raj Nair. "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.”

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