Mumbai: White Rivers Media, an integrated creative digital agency has won the digital mandate of Buds & Berries, the first online-only brand of garden-fresh personal care products by CavinKare, in a multi-agency pitch. The recent digital launch of the brand marked the 31-year-old company's entry into the direct-to-consumer space.

"The present generation of consumers focuses on ingredients, inspirations, and inclinations in life. Thus, Buds & Berries! Our garden-fresh beauty range made as per years of R&D experience, Buds & Berries will be marketed with an aim to create a distinct presence for easy discovery, quick recall and effective business performance," stated CavinKare's marketing head for digital and e-commerce Amlan Pati. "White Rivers Media will helm the creative & digital media strategies to achieve the first two objectives, in turn paving a natural course for the third to materialise."

The independent agency will partner with the brand to build disruptive value for consumers by paving a unique, seamless journey for them through creative digital strategies, said the statement.

“The shifting consumer preferences favour a future of cut-throat direct-to-consumer selling. Traditional businesses that are planning to scale up must tap into the model before competition peaks," said White Rivers Media co-founder and CEO Shrenik Gandhi. "CavinKare has been strategising its digital-first and digital-only unit, leveraging expertise from its omnichannel footprint, for quite some time now. To join their journey at this critical turn, and to facilitate it forward with our solutions, has been a memorable experience, to say the least.“

The brand presently offers skin and hair care products that are available for purchase on Amazon,