GATSBY has unveiled its latest global relaunch with a campaign helmed by BC Web Wise, positioning the brand as a simple, fast, and effective grooming solution for young men. Built around the #GottaGroove platform, the campaign targets college-going and early-career consumers who prioritise ease and efficiency in their daily styling routines.
Video Link: https://www.youtube.com/watch?v=bPhOQdTqB_k
Rooted in the idea that grooming should function like any practical daily “hack,” the campaign’s narrative unfolds across three phases-struggle, hack, and groove. These moments portray relatable everyday scenarios, from rushed mornings to unexpected needs for quick touch-ups, demonstrating how GATSBY integrates effortlessly into a fast-moving lifestyle.
“We wanted to turn the idea of ‘hacks’ into something more meaningful than grooming shortcuts,” said Sonali Banerji, Creative Director at BC Web Wise. “#GottaGroove makes GATSBY a natural part of young men’s routines-not just a styling product but a companion that helps them move through the day without overthinking.”
The campaign focuses on semi-urban and urban audiences seeking uncomplicated styling options. Fionna Arez, AVP – Digital, Client Partner at BC Web Wise, added that today’s young men look for solutions that simplify life rather than add steps. “GATSBY syncs with their pace, delivering quick style so they can get on with what’s next.”
A central film showcases users navigating college corridors and preparing for meetings, using GATSBY as a quick grooming step. Supporting content across Instagram Reels and YouTube Shorts emphasises before-and-after transformations, boosted by user-generated challenges and interactive formats.
Puneet Motiani, Designated Partner at Gardenia Cosmotrade LLP, noted that the relaunch elevates GATSBY from a product to an everyday solution aligned with the habits and expectations of modern consumers.
