Nivea has rolled out a campaign consisting of six films for its Original Care Lip Balm. The films have been conceptualised by DigitasLBi and feature brand ambassador Parineeti Chopra.
The six films feature a colour each of the lip balm and shows how each of them coincides with a different personality trait. All the films open with a man grabbing Chopra's bag and running. The Bollywood actress has different reactions, depending on the colour of her lip balm.
Maximilian Wegner, category manager – skin care, Nivea India, said, “The campaign is quite unique as it is centered around expressing personality facets. Just like how every personality has multiple facets, our Nivea Lip Care Sparkle Edition has multiple colours. Each colour represents a personality trait, be it boldness, creativity, drama, poise etc.”
Mark Mcdonald, head of creative, DigitasLBi Mumbai, said, “Nivea's Original Care Lip Balm has always been an essential part of any lip care routine. Now with the new limited-edition sparkle packaging, they are the perfect match to your style and personality as well. Given the level of interaction and personalisation the digital medium offers, it made sense to do a film that allowed each colour and personality type to be explored in a fun way. The key of course was identifying the kind of personality types our TG would resonate with, and then fitting those types to each colour.”