Campaign India Team
Nov 28, 2016

Nivea Men says #CoveringUpFails with comic Double-O-Seven plot

Watch the ad film conceptualised by DigitasLBi here

Nivea Men has rolled out #CoveringUpFails, another humorous film that tackles body odour. It has been conceptualised by DigitasLBi.
The film features agent Double-O-Seven tasked to catch international criminal 'Don John'. He must be disguised (cover up) for the mission since the criminal knows him. The agent gets to work, with a fake beard, and spraying deodorant on his shirt. After a flight and six hours, he meets John and delivers a box. As the 'deal' is being concluded, the criminal puts forward his hand. The agent opens his arms for a hug instead. The criminal is disgusted by the agent's body odour, which reminds him of someone. He remembers the time the agent had caught him, and his odour made him unconscious. John screams out: 'It's you, agent double odour seven'. As John's body guards catch agent seven, he is confused because he had covered up (the odour) with deodorant. The criminal pulls out Nivea Men from his pocket and says it's time he puts them out of their misery. He tells the agent to forget covering up with ordinary deodorants and use Nivea Men Body Deodorizer. 
Sunil Gadgil, marketing director, Nivea India, said, “The Indian consumers’ attitude towards body odour is ‘Not my problem’. The aim of this campaign is to create relevance of body odour for consumers without triggering their defence mechanism of ‘Not for me’. This film is part of a series of films created by Nivea India to seed the practice of ‘Odour control at the source’ aimed at consumers with the habit of spraying a fragrance on their shirt for masking the odour.”
Akshat Bhardwaj, creative director, DigitasLBi, India, said, “We had a powerful proposition in place – ordinary deodorants just cover up body odour and don’t get rid of it. So, we thought that it would be great fun to bring this out by riding on the image of a popular culture icon (Agent Double-O-Seven), and inserting a body odour situation into one of his undercover missions.”
Client: Nivea India 
Creative agency: DigitasLBi, India 
Head of strategy, India: Upasana Roy
Digital strategist: Bilal Ansari
Head of creative, Mumbai: Mark Mcdonald 
Senior creative director: Pooja Gosain 
Creative director: Akshat Bhardwaj
Creative lead, design: Prajakta Giri 
Copy supervisor: Ankit Mathur
Senior associate designer: Shruti Sahu 
Associate designer: Jagrut Keni
Head of key accounts: Adityan Kayalakal
Associate client services director: Aakanksha Patel 
Group account manager: Bhavna Sukhija
Account manager: Sherbanoo Bundeally
Social media manager: Anishka Alvares 
Film production company: Hereafter Studios 
Campaign India

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