Nivea and Anushka urge girls to 'Go Sleeveless'

The skincare brand has launched the Nivea Armprints campaign for its whitening deodorant

BestMediaInfo Burea | Delhi | July 5, 2013

Nivea India, an affiliate of Beiersdorf AG and the world's largest skincare brand, has launched a new campaign for Nivea Whitening Deodorants, its lead franchise in women's deodorant category. The campaign featuring Anushka Sharma, who has been the face of the brand for over a year now, encourages young women across the country to order for their free armprints being given away by Nivea, so they can 'Go Sleeveless' and flaunt their fairer, whiter underarms.

Nivea Armprints are funky, temporary tattoos worn on the upper arm and are available in 32 designs. Each design is a representation of a certain attitude, thereby giving consumers a choice from amongst 32 trendy designs to pick something that closely reflects their attitude and personality. Participants can order their armprints by giving a missed call to 0-88807 88807. There will be a call back from a Nivea representative who will seek some details so that the armprints can be shipped to the caller's doorstep. One can also order the armprints by logging onto www.gosleeveless.in/niveaarmprints from where they can choose their preferred design from a set of 32.

The armprints will also be accompanied with a personalised letter from the face of the brand, Anushka Sharma. The letter reveals details about the Nivea Rock the Ramp contest and encourages them to participate in it. To participate in the Nivea Rock the Ramp contest, all one has to do is to log onto the microsite, www.gosleeveless.in/rocktheramp. Consumers will have to create a poster of her sporting the Nivea armprint, share the poster, tag her friends and get likes. Consumers with the best posters get a chance to walk the ramp with Anushka Sharma as part of the finale event for the Nivea Rock the Ramp contest.

The campaign is currently underway and is expected to run till end July.

Rakshit Hargave, MD, Nivea India, said, “Nivea Armprints is a very peppy concept that builds on the sleeveless proposition. Nivea Whitening Deodorant makes underarms fairer and even toned, giving consumers the confidence to 'Go Sleeveless'. Now you can go sleeveless and flaunt your fair underarms with these armprints from Nivea.”

Sunil Gadgil, Marketing Director, Nivea India, said, “Whitening Deodorants is an exciting new category as it goes with the lifestyle of today's young metro women. Nivea Armprints will add spice to the deodorant category making it more fun & engaging for consumers.”

Info@BestMediaInfo.com

Info@BestMediaInfo.com