Nivea has rolled out a campaign consisting of four films as it aims to solve the problem of body odour in winters. The films have been conceptualised by DigitasLBi and target both men and women.
The films take the humour route to show how people look to keep themselves warm in the winters by wearing multiple layers of clothes leading to sweat which causes body odour.
Sachin Killawala, marketing director, Nivea India, said, “There is a belief that people sweat only in summers and not so much in winters. Our research shows that this is not true. People wear multiple layers of clothing in winters such as warm innerwear, sweaters, jackets etc. due to which they actually sweat quite heavily and that leads to body odour formation. The Nivea roll-on campaign is targeted to make the consumers aware of this winter odour caused by the sweat under the sweater. With Nivea roll-ons they can now get the best protection against sweat and body odour."
Mark Mcdonald, head of creative, DigitasLBi India, Mumbai said, “Advertising a deodorant in winter is a first- of-its-kind communication for the category and for Nivea deodorants. Given that we are aiming to establish a phenomenon that most don’t think about, we chose to keep the creatives simple yet fun. The situations used were everyday life situations that our TG can relate to, with a funny twist at the end that highlights the problem of body odour, even in winter. The films are done as a series - One Winter Day - giving us the opportunity to tackle multiple situations where BO can strike.” The slogan – #EndWinterOdour – serves dual purposes, creating awareness for the problem and giving it the scale of a movement spearheaded by Nivea. The films will be followed by a digital amplification plan aimed at educating audiences about the ‘Winter Odour’ phenomenon.
Client: Nivea India
Creative agency: DigitasLBi, India
Head of creative, Mumbai: Mark Mcdonald
Associate creative directors: Siddhi Desai; Prajakta Giri
Creative lead (copy): Madhura Haldipur and Ankit Mathur
Sr. associate (copy): Drishti Mehta
Creative lead (design): Yogeeta Pathai
Sr. associate (design): Prachi Damani
Head of strategy, India: Upasana Roy
Digital strategists: Sakshi Arora, Namrata Gajaria
Head of account management, Mumbai: Sabah Iqbal
Client services director: Aakanksha Patel
Senior account manager: Sherbanoo Bundeally
Account manager: Anjanee Gadgil
Client servicing associate: Shubhangi Seth
Production house: Working I Films
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