NIVEA launches Hand Cream with a new festive campaign
With the festival of lights around the corner, many people go out of their way to take care of themselves in order to look and feel their best. While everyone is busy prepping themselves from head to toe, one of the busiest parts of the body - our hands are often neglected. Keeping the festive cheer going, the world’s no 1 skincare brand NIVEA has launched its first ever hand cream range in India with a new digital film called ‘Busy Hands’ focusing on the importance of hand care this Diwali.
One of the most significant festivals of the year has arrived with the fervor of its preparations in full swing. There are tons of activities that take place during this time - from cleaning, tidying, whitewashing the house to putting rangoli, making sweets and shopping for new clothes. In the midst of all this, every person has a desire to look their festive best from top to bottom. However, our hands which are the first in contact for everything we do – are often forgotten. Additionally, while they are busy doing all the work, our hands go through a lot which leaves them dry and rough. Taking cognizance of this, Nivea has launched a hand cream with Deep Restore Serum which restores the lost moisture to give you soft smooth hands this festive season. And to convey this message in a contextually relevant manner Nivea launches a new digital film which tells us that it’s time to care of our incredibly busy hands too this Diwali.
Speaking on the new campaign, Sachin Killawala, Director Marketing, NIVEA India said, “Our hands are how we interact with the world around us. They are exposed to more sun, weather, rough surfaces and other harsh cleansing products than any other part of our body. We also express ourselves the most with our hands and yet we tend to neglect them. As we move into the time of festivities with an abundance of planning and bonding with family and friends, the hands are the most exposed yet, not cared for part of the body. With this, NIVEA, as a complete skincare brand, is enabling consumers to take care of the most important part of our body during the most important festival of our lives.”
The digital film showcases the several instances we put our hands to use especially during the festive time. From making sweets, creation of rangolis to celebrating with family and friends, the visual imagery of the film depicts how busy our hands get, thereby showcasing the importance of essential hand-care by applying the Nivea Hand Cream for soft & smooth hands.
Robby Mathew, Chief Creative Officer, FCB Interface adds, “Our attempt with the NIVEA Hand Cream film was not to celebrate the festivals, but to celebrate the hands that are so busy making those festivals special. Since we were launching the hand cream category in India, we wanted to create something that was visually stark and stood out from a sea of other festive ads. The treatment of super-slow motion shots of the hands juxtaposed against quick, high energy festive shots give the film a fresh energy and make it an interesting watch.”
- Agency: FCB Interface, Mumbai
- Creative Team: Robby Mathew, Rakesh Menon, Maithili Mullick, Disha Shroff
- Account Management Team: Shireen Cama, Mitushi Verma, Shuchi Kothari, Umesh Singh
- Agency Producers: Alpa Jobalia, Ashish Barot, Deepak Rathod