Dentsu bags creative and media duties of Mandom's Gatsby

Dentsu Creative Impact and Dentsu Media to help Japan's No. 1 men's grooming brand is make a strong foray into the Indian market

BestMediaInfo Bureau | Mumbai | June 10, 2013

Dentsu Creative Impact and Dentsu Media have together bagged the creative and media duties of Mandom Corporation's Gatsby range of men's grooming products. Mandom Corporation (India) is a wholly owned subsidiary of Japan-based Mandom Corporation which is engaged in manufacturing and selling men's and women's cosmetics. Mandom offers its products under the brand names Gatsby, Pucelle and F&F among others.

The company is also engaged in the provision of insurance agency and building management service through its subsidiary. It operates its business mainly in Japan, Indonesia and other countries and districts in Southeast Asia.

On entering India and expanding the presence of the hair grooming brand in India, Takayuki Enomoto, Marketing Head, Mandom India, said, “We are all very excited about launching Gatsby Water Gloss in India and starting our marketing activities in full swing with our brand ambassador Varun Dhawan. We plan to cultivate a 'hair styling culture' in India. We are looking forward to influencing young men through Varun and expect this association to boost the brand's visibility in India with the help of our creative partner Dentsu Creative Impact.”

Tadashi Urashima, COO, Dentsu Media, said, “Partnering Mandom makes for a challenge to effectively access and engage with the trendsetting Indian youth, and is both exciting and exacting work for Dentsu Media. It is an honour and pleasure to work with Mandom in communicating the emotion and passion of the Gatsby brand in this country, using an integrated Dentsu approach, with a cut-through campaign to deliver significant ROI.”

Junichi Minohara, COO, Dentsu Creative Impact, said, “Excited, ecstatic and enthusiastic. It is a huge opportunity for us to partner a company such as Mandom Corporation in making a strong brand like Gatsby an even stronger player in the Indian market. The strength of this brand is immense in all countries where it is present, and we look forward to giving it the same stature in India as well.”

Mandom Corporation (India) Pvt. Ltd. is a wholly owned subsidiary of Japan-based Mandom Corporation mainly engaged in the manufacture and sells men's and women's cosmetics. Mandom offers its products under the brand names Gatsby, Pucelle, F&F, among others. The Company is also engaged in the provision of insurance agency and building management service through its subsidiary. The Company operates its business mainly in Japan, Indonesia, and other countries and districts in Southeast Asia.

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