Mumbai: Gardenia Cosmotrade men’s grooming brand Gatsby onboarded BC Web Wise for the digital duties. The agency will drive the brand’s positioning and awareness for its entire range of products and help capture a greater share in the men’s grooming space.

Japanese company Mandom Corp., which owns Gatsby, has owned the brand since its establishment in 1927. Since then, it has evolved with the times and trends to become a total grooming brand with products in various categories including hair styling, face care, body care, beard grooming, and fragrance. Through its product line targeted at young Indian men, the company is currently looking at reinforcing and expanding its presence in India.

Gardenia Cosmotrade designated partner Puneet Motiani said, “The male grooming market in India is at an inflection point, the youth today is globally aware and demands products that are world class, to which they add their own style of expression. Gatsby, born in Japan and consumed across the world, provides one of the best quality and range of products in the male grooming category. We’ve got a variety of exciting new launches of styling and skincare products coming up. And I am certain that the audience is going to love them. We’re looking forward to this creative partnership with BC Web Wise to position the brand ‘Gatsby’ as their preferred choice.”

Gardenia Board brand & marketing expert and advisor Pankaj Bhawnani said, “Chaaya is transforming BC Web Wise with a fresh talent pool and brings to the table a unique blend of creative, social, performance and ecommerce capabilities, making them the right partner for the growing ambitions of Gardenia Cosmotrade.”

Speaking on the appointment, BC Web Wise founder & MD Chaaya Baradhwaaj added, “Gatsby is an exciting brand that continuously innovates driven by data. It aligns seamlessly with the BC Web Wise DNA and we are excited to partner in the growth story of the brand with creative and impactful digital marketing solutions.”