Nivea India, the Beiersdorf AG affiliate, has launched a TVC for its latest offering - 'Whitening sensitive deodorant'. The TVC, conceptualised by Interface Communications, was launched on 29 April.
The TVC shows actor Anushka Sharma contemplating wearing a sleeveless dress as a voiceover says ‘I want to go sleeveless’. The voiceover continues as it speaks about wanting to wear sleeveless while working, relaxing, celebrating, dancing or love. The film moves on to highlight that this deo prevents darkening of underarm skin even after repeated and direct use. The film ends as Sharma is seen wearing the sleeveless dress that she had in her hand in the first shot of the film. She takes off the jacket as a voice over says ‘Go Sleeveless – Nivea’.
Rakesh Menon, director, Interface Communications, commented, “The creative idea came from the consumer belief that alcohol-based deodorants can damage underarm skin. By marrying this insight with the brand’s already-established ‘Go Sleeveless’ platform, we simply wanted to encourage women to go sleeveless by using a non-alcoholic deodorant instead.”
Rakshit Hargave, managing director, Nivea India, said, “Nivea has always been a pioneer in innovation in Female Deodorants. We focus on addressing real issues and making lives simpler for our consumers. Our products are designed to make women confident and comfortable in their skin.”
Client: Nivea India
Creative agency: Interface Communications
Production house: 7 Films
Director: Llyod Baptista
Producer : Ravneet Mahajan
Music director: Hanif Shaikh