Campaign India Team
May 05, 2014

‘Go Sleeveless’, says Nivea again for its latest deo offering

Watch the ad film conceptualised by Interface Communications here

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.”
 
  
Credits
 
Client: Nivea India
Creative agency: Interface Communications
Production house: 7 Films
Director: Llyod Baptista
Producer : Ravneet Mahajan
Music director: Hanif Shaikh
 
Source:
Campaign India

Related Articles

Just Published

18 hours ago

MS Dhoni moves to trademark 'Captain Cool' moniker

The cricketer seeks exclusive rights to ‘Captain Cool’, as celebrity trademarks become essential assets in brand-led marketing ecosystems.

19 hours ago

Colour me heritage: Birla Opus paints India’s monuments

An AI-led animated campaign reimagines India’s icons in vivid hues—but emotional resonance may not be part of the palette.

21 hours ago

Cannes Lions responds to criticism regarding ...

Dom Hyams, global client director at Purple Goat Agency, was unable to access the stage via the usual route.

1 day ago

Emotion sells, but at what cost?

From teary posts to trending causes, marketers now trade in emotion. But in the attention economy, Interbrand India and South Asia’s CEO wonders where's the line between impact and exploitation?