GATSBY GottaGroove relaunch campaign turns daily grooming into simple hacks

The GATSBY GottaGroove relaunch campaign is built on a clear insight young men want to look put together, but they do not want grooming to feel like a project. Led by BC Web Wise, the global relaunch reframes the brand as a simple hack that slots into the pace of college corridors, shared flats and early career office routines.

How GATSBY GottaGroove relaunch campaign defines its grooming hack

Rather than treat hairstyling as a special event ritual, the platform looks at it as another small fix in a day full of quick adjustments. Missed alarms, surprise meetings, last minute plans with friends these are the moments where a product that works in seconds can feel like a real advantage.

The narrative of the campaign follows three stages.

• Struggle when hair will not sit right or time is running out

• Hack when GATSBY appears as the quick solution

• Groove when the day continues with confidence and ease

By repeating this pattern across situations, the brand signals that its role is not to deliver red carpet perfection. Instead, it is to make everyday life smoother for young men who juggle classes, commutes and social plans.

Why young men are the core of this relaunch

BC Web Wise has built the campaign around semi urban and urban audiences, especially college goers and young professionals. When should a grooming brand focus on this segment They are often the earliest adopters of new looks and routines, but they also have little patience for complexity or heavy messaging.

As creative director Sonali Banerji explains, the idea was to go beyond the usual notion of hacks as shortcuts and turn GATSBY into a daily companion. The goal is to make the product feel like a natural part of mornings and mid day resets, rather than a separate chore.

Fionna Arez, AVP digital and client partner at BC Web Wise, adds that for young men today the real question is always what is the hack that makes this easier. The answer the brand offers is a product that gives visible style in seconds and lets them move on with their day.

Content formats built for digital life

The core story comes to life through a central film that follows users as they navigate college corridors or prepare for meetings, using GATSBY as a fast styling step just before they step out. To keep the idea alive beyond the main asset, the team has created short form content for Instagram Reels and YouTube Shorts, focused on before and after transitions.

User generated content and participation challenges invite audiences to share their own groove moments, turning the product into a part of their social identity. Interactive Instagram formats such as polls, sliders and tap through stories extend the idea of daily hacks into ongoing engagement.

Positioning GATSBY as more than a styling product

For Gardenia Cosmotrade LLP, the company behind GATSBY in India, this relaunch is about shifting perceptions. As designated partner Puneet Motiani notes, GottaGroove is intended to move the brand from being just another styling tub on the shelf to being a solution that fits naturally into fast paced lives.

When should consumers see grooming products as tools rather than trophies Probably when they help navigate a busy day with less friction. By defining itself as a daily use ally that saves time while still delivering a sharp look, GATSBY is aiming for a more functional yet lifestyle driven space in the minds of younger buyers.

Through the GATSBY GottaGroove relaunch campaign, the brand places itself right where young men live in rushed mornings, video calls, campus plans and quick turnarounds. By framing hairstyling as a simple hack that leads from struggle to groove, GATSBY positions its products as everyday tools for confidence, not complicated grooming rituals.

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