Mandom Group’s grooming brand in Asia – Gatsby, associates with White Rivers Media, for the third time in row. As part of the mandate, White Rivers Media will continue to manage their digital and social media presence across India.
Gatsby India’s branding ideas have successfully managed to resonate with their target audience. Since the first year of the brand’s association with White Rivers Media, this digital agency has studied their target audience well and accommodated these insights into content. Engaging content on the page is exclusively targeted towards young urban men, which has resulted in an impressive engagement rate.
To put their best foot forward in the future, this collaboration aspires to explore different permutation and combinations of engaging content, media spends, ad models to optimize their reach. The agency also plans to strike conversations in the community and sense the sentiment for various messages. These insights will help them to enhance brand management, evolve in their own space and stay ahead of their competition.
Commenting on this win, Shrenik Gandhi, Chief Executive Officer and Founder, White Rivers Digital Media, says, “We have been working closely with team Gatsby since past 2 years and I am looking forward to a great next year with the brand. While a good portion of our time this year shall be invested in building the brand in the ‘traditional digital’ manner, special efforts are being taken to capture the new age digital audience via innovative and category first digital activations. I take this opportunity to thank team Gatsby India on the continued trust they have on us.”
Commenting on the association, Puneet Motiani, Director at Gardenia Cosmocare Pvt. Ltd. (sole exclusive agents for Gatsby brand in India) said, “The essence of Gatsby lies in its youth. White Rivers Media consists of young blood who thoroughly understand the brand’s persona. A good sense of product market as well as a keen ear to the ground greatly assists in selecting the right target audience and engaging them in a fun and constructive manner allowing for meaningful brand interactions which in turn results in positive and improved consumer experiences.”
Adding further he said, “The contests on Facebook, Instagram and Twitter are anything but dull, keeping the audience rightfully engaged through self expression. The partnership is both, proactive as well as participative due to which high content quality is maintained with a consistent voice and tone. We look forward to working with White Rivers Media Team for many years to come.”
For the past ten years, male grooming products have cut out a strong niche for themselves in the global market. In addition to the initial connection of beard to masculinity, being well-groomed is now an essential part of a young man’s routine. To buy these grooming products or gain more information about them, they turn to the web world. Hence, accurate branding of these grooming products in the digital space is extremely important.