A title

Image Box text

GATSBY

Mumbai, India

On a rainy afternoon of 2009, we were introduced to a term that was still in its infant years back then – ‘Men’s Grooming’. As an ambitious and a hungry for more agency, we delved into it and then there was never a bad hair day. Gatsby India had been in the Indian market a little before 2009 but it was still meandering its way around. Fortunately, we got an opportunity to work with the grooming barons at the right time and together we embarked upon a momentous journey showcasing diversified product categories and innovative creations to a fresh market.

CHALLENGE

Gatsby is principally a world renowned Japanese brand showcasing an assorted basket of product categories that are internationally known and used. Within which, we had to work upon a number of variants as per hair and skin type. Although the products were nothing short of excellent quality and advanced effectiveness, the target audience had to be redefined from the South East Asian populace to the eclectic Indian who was yet discovering the animated retail shelves talking style and suave to him. The task was to first micro-define the categories, and create a unique story for each of them in order to transform the then conservative TG from the simple chap to the alpha male.

A title

Image Box text

SOLUTION

We had to the talk the walk. What we mean is that we had to create focused target groups using Gatsby products, and torched our way around each product category by open communication with the client and creating a user experience with in our way of functioning with the brand. The idea was not to move away from their core Japanese protocol of branding, but to maximize creative reach with existing brand guidelines and versatile campaigns. Every product was subdivided into segmented campaigns which had its own individual character and TG. All of them had unique identities hitherto keeping Gatsby’s core value and offering as singular.

A title

Image Box text

GROOMING AND GROOVING WITH GASTBY

VMC understood the pulse of the brand and along with guided client support and our in-house design team, created effective 360-degree communication that tapped and rocked the men’s grooming market. A brand launched across pan India was very well received by its TG as it reflected the first mover’s edge over competitor brands. From college events, retail presence, and emphasized packaging, in-shop displays to modern trade, brand activation campaigns and grass root penetration, we were targeting all arenas to amplify the brand to the eager customer.

There were some old heroes such as water gloss hair gels, deodorants and aftershaves as well innovative launches like fiber wax, shower gels, moving rubber, beard grooming and face washes. Given such a wide plethora, we had ample opportunity to ponder, play and produce some good advertising material and this still continues to be as Gatsby rules the shelves in a big way.

A title

Image Box text

RESULT

Gatsby is surrounded with competition but yet manages to hold its own in a dense market. The surged demand is attributed to its youthful, honest, freaky, responsible, mischievous and independent TG that also mirrors the character sketch of the product in the final rendering. VMC has worked with this personal favourite for over a decade now and aligns its thoughts and ideas with the brand’s introduction of newer products and improvised strategies. As they say, they are Always Ready.

A title

Image Box text

Learn more about the brand at www.gatsbyindia.com

When the brand gets social. Engage with us for latest updates.