NIVEA celebrates BFFs this Valentine’s Day with #BFFVows

NIVEA, World’s No. 1 skincare brand, launches the #BFFVows campaign under NIVEA’s Lip Best Friends Forever (BFF) communication platform, featuring Brand Ambassador Parineeti Chopra who reminds young girls that the true essence of Valentine’s Day is about celebrating true soul mates and BFFs.

People usually associate Valentine’s Day with celebration of love for their boyfriends/ girlfriends. But the true soulmate of every girl is her BFF. A BFF who stands by her no matter what, both in good and bad times. BFFs know those little embarrassing secrets, your quirky habits and still stand by you through thick and thin. It is impossible to imagine life without them. And like most eternal relationships, BFFs should have their unique rules of commitment too.

This Valentine’s Day, NIVEA Lip Care, celebrates the special bond between BFFs by taking vows, the #BFFVows. The “#BFFVows” campaign encourages girls to acknowledge this integral bond and strengthen it by taking vows with and for each other.

The campaign includes a digital film starring Parineeti Chopra taking a special Vow for her best friend and asking viewers to share their #BFFVows. Parineeti is seen in the film trying to gauge if her BFF is enjoying her date and whether she needs rescuing, as she has vowed to always save her BFF from bad dates. The campaign has been creatively conceptualized and executed by DigitasLBi India. 

https://www.youtube.com/watch?v=FiYZlqmh9Pk

She wishes all the BFFs a Happy Valentine’s Day, inviting them to celebrate the special day by sharing fun, quirky and inspirational #BFFVows with NIVEA India on their social platforms and also get featured on the ‘Wall of Vows’. The lucky ones would be gratified by a special gift hamper from NIVEA Lip Care, your Lips’ BFF.

Says Sunil Gadgil, Marketing Director, NIVEA India,“Life of the youth is built around the best friend. But on Valentine’s Day the importance of the Best Friend is forgotten. NIVEA’s #BFFVows campaign is about not forgetting your BFF on Valentine’s & NIVEA Lips’ BFF pack gives a way to acknowledge the role of the BFF.”

Mark Mcdonald - Head of Creative, Mumbai, DigitasLBi India shared his views about the campaign's idea, “Nivea’s Lip care range is positioned as your lips’ BFF. So when it came time to do a Valentine’s Day Campaign we were looking for ways to celebrate the occasion without getting into clichéd Valentine’s Day spaces. I think the beauty of this campaign is the creative insight that ties it together – that all good friendships are bound by a set of said or unsaid rules or Vows – and that’s what we chose to highlight through this campaign. What brings the campaign to life is Parineeti’s wonderful portrayal of the protective, inquisitive best friend, and Denzil Machado and teams’ fab job styling and shooting it. While the film leads the campaign, it also has very strong digital legs with engagement and UGC built in.”

The campaign introduces a special edition Valentine’s Pack with 2 variants of Lip Care that symbolize twice the love for all BFFs. The all-time favorite NIVEA Original Care is combined with Fruity Shine best-sellers - Blackberry, Strawberry and Cherry.

In 2015, NIVEA India launched its campaign for its range of Lip Care products by positioning it as a Lips’ best friend. A BFF is someone who accepts us as we are yet helps us to be what we should. Through the BFF platform, NIVEA Lip Care aims to become the trusted and valued best friend of its consumer. A best friend brings out the best in you, and similarly NIVEA Lip Care intends to bring out the best in your lips.

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