Nivea has rolled out a film ahead of Mother's Day which falls on 14 May. The film has been conceptualised by DigitasLBi.
It opens with a lady getting a young girl ready. The young girl is going somewhere and the lady is giving her instructions on how to behave while simultaneously getting packing her bag. The lady goes on to tell her that everyone will love her a lot and keep her happy, and everything she requires will be there at the place she's going. To this the young girl replies that she'll miss the lady, as she won't be there. The lady tells the young girl that her love will always be with her and the duo exchange hugs.
The next scene reveals that the discussion was taking place at an orphanage. It shows the lady walking the young girl into an adoption room. As her to-be parents are seated inside waiting for her, the young girl rushes out to handover an 'I love you' letter to her didi. The lady is left in tears with this gesture. The film ends with the voice over saying, 'A mother's love can come in an many forms. This mother's day, let's also celebrate all the mother-like figures who have made a difference."
Maximilian Wegener, category manager – skin care, Nivea India, said, "Nivea epitomises care, trust and love. We believe that #JustLikeMaa is an initiative to widen this circle of love also to ‘Mother-like figures’ and appreciate them on this occasion of Mother’s Day.”
Mark Mcdonald, head of creative, Mumbai, DigitasLBi India, said, “The iconic blue Nivea Creme tin is now synonymous with care and nothing personifies unconditional care and protection like a mother does. So Mother’s Day holds a special significance for the brand. This year we wanted to push our communication, both strategically and creatively. And the result is a campaign that takes a progressive look at motherhood and what defines it. This campaign is a celebration of motherhood in all its forms and we’ve chosen a unique relationship and setting – an orphanage – to highlight the special mother-child bond. Our hashtag #JustLikeMaa sums up the idea beautifully and is the perfect way to celebrate and acknowledge this special relationship, and the day.”
Creative agency: DigitasLBi, Mumbai
Head of creative, Mumbai: Mark Mcdonald
Senior creative director: Pooja Gosain
Associate creative director: Siddhi Desai
Creative leads: Roshni Dadabhoy, Prajakta Giri
Copywriter: Drishti Mehta
Head of strategy, India: Upasana Roy
Digital strategist: Bilal Ansari
Outreach specialists: Kiran Achari, Ronald Fernandes
Head of account management, Mumbai: Sabah Iqbal
Associate client services director: Aakanksha Patel
Account managers: Sherbanoo Bundeally, Anjanee Gadgil
Social media manager: Anishka Alvares
Production house: Code Red Films