Nivea rolls out digital campaign with Anushka Sharma

Nivea India’s new digital campaign plays on the eccentricities of digital content and its consumption habits, especially the much-spoken about impulse of the viewer to skip a film within the initial 5 seconds. In a humorous yet matter-of-factly manner, the film depicts the director’s plan to create a film within this stipulated timeframe,which goes haywire when Anushka Sharma goes about with her usual brand talk. Anushka has been Nivea’s brand ambassador for almost 6 years now and being a fan of the product herself, she insisted on continuing as she wanted to talk more about it. And here’s how the film finally panned out.

The unskippable five seconds of the film show Anushka applying the new Nivea Body Deodorizer while talking about its promise of day-long odour control. However, even before Anushka can finish, the director calls it a wrap. Anushka looks surprised. She obviously wants to talk more about the product and points out that she hasn’t spoken about its unique deodorizing formula with Pro Vitamin B5. He, in a matter-of-fact manner explained to her that people usually skip online ads after five seconds. Anushka looks visibly disappointed. Even as the shoot crew begins to dismantle the set, she insists on being given a chance to talk about its three refreshing variants: Rose, Citrus and Jasmine. However, by this time, the set is deserted. Stunned, Anushka announces that if she leaves, she’s not coming back. On getting no reply, Anushka ultimately decides to leave. But not before she promptly picks up all the deodorizer packs on the counter. 

That digital video need to be short and snackable is a no-brainer for marketers seeking to grab the attention of its viewer. In this tongue-in-cheek video for the Body Deodorizer, we attempt to defy the norm once again through its communication and creates an enjoyable film with Anushka.

Consumer research says that women want their deodorant to control body odour for at least 12 hours. However, in reality their deodorant “masks body odour” for only 5 to 6 hours on an average. Body odour resurfaces when they are in a social environment at work, at college or with family and friends, which makes them uncomfortable, conscious and drains their confidence. Triggered by these insights, NIVEA has launched the first “Body Deodorizer” for women that gives daylong odour control in just one use. NIVEA Body Deodorizer and is supported by a multi-media communication campaign, starting with the digital film. Creative conceptualisation and production done by Interface Communications.

If you haven’t already, check out the ad on the Nivea India Digital handles. You can simply search for “NIVEA Body Deodorizer”.

Digital Assets

Facebook: https://www.facebook.com/NIVEA.in/videos/1669057936457642/

Twitter: https://twitter.com/NIVEA_INDIA/status/875794544050044928

YouTube: https://www.youtube.com/watch?v=_4gaNWIspjk

Instagram: https://www.instagram.com/p/BVaaf0Kh0Cn/?taken-by=niveaindia

 

Brand:

NIVEA

Agency:

FCB Interface Communications Pvt. Ltd. (Mumbai)

Servicing team:

Associate Vice President (Client servicing)

Govindarajan. V

Sr. Brand Services Manager

NehaArora

Brand Services Executive

Andrea D’Souza

Creative team:

Chief Creative Officer

Robby Mathew

Sr. Creative Director

RakeshMenon

Creative Supervisor

VarshaKharidaha

Planning team:

Associate Vice President (Planning)

ArthiBasak

Management Trainee (Planning)

SuprithaIyer

 

 

Production House:

Red Ice Productions

Director:

Shimit Amin

Director of Photography (DOP)

MiteshMirchandani

Executive producer

Gary Garewal

Producer:

Lisa Dcosta

Creative producer

PriyankMisra

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