Arati Rao
Jun 04, 2012

Nivea looks to get 'freshed' with new campaign for men's deo

Watch the TVC for Nivea Fresh Active created by Interface

wide player in 16:9 format. Used on article page for Campaign.

For its new campaign for Fresh Active, a deodorant for men, Nivea gave Interface Communications the brief that it wanted to own the ‘freshness’ proposition in the category. According to the brand, while freshness is a category benefit, none of the brands in the men’s category owned 'freshness', with most talking about the deodorant being a tool to attract the opposite sex.

The agency worked on the premise that young men want to feel active and alert, and that the proposition of feeling fresh instantly strikes a chord with them. The insight was that users mentioned  a "burst of freshness' when they used the product. The creative was thus pegged on this idea: "A burst of instant freshness from the deodorant wakes you out of lethargy".

Robby Mathew, national creative director, Interface Communications, added that the sound track was created entirely from sounds like yawns, ‘aahs’, that of a deodorant can opening, spraying, and so on.

“If you listen closely, the yawns actually follow the melody of 'sa re ga ma…',” he explained.

Brand: Nivea
Creative agency: Interface Communications
National creative director: Robby Mathew
Creative team: Rakesh Menon, Alan Rego
Servicing: Shireen Cama, Devarajan Sankaran, Neha Sawansukha, Aditi Jain
Planning: Arthi Basak, Asawari Deshpande, Archana Kotian
Production house: 7 Films
Director: Lloyd Bapista

Campaign India

Related Articles

Just Published

6 hours ago

Publicis to shake up board: Arthur Sadoun takes ...

Two boards become one as supervisory and management boards merge.

7 hours ago

24 hours with...Prateek Sethi

Catch up with Prateek Sethi, founder and director for Trip, as he takes us through a day in the life.

7 hours ago

BEI Confluence takes on new clients, bolsters ...

The agency has won a slew of new clients in the FMCG sector including Bector’s Cremica Biscuits and English Oven bread, Wai Wai Instant Noodles from CG Foods, and Rajhans Nutriments—the makers of Schmitten Chocolates.

11 hours ago

Leo Burnett Mumbai shakes up leadership to drive ...

The creative shop has appointed three new roles: Abhimanyu Khedkar and Neetika Aggarwal as managing directors, and Saurabh Dahiya as head of strategy.