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Nivea seeks to give women the confidence to wear what they want

The campaign for Whitening Talc Touch, conceptualised by Interface Communications, highlights the benefits of talc that the deo offers without the tell-tale patches

BestMediaInfo Bureau | Delhi | March 25, 2015

nivea-TVC Click on the image to watch the TVC.

Nivea India, an affiliate of Beiersdorf AG, has expanded its range of deodorants for women with the launch of Nivea Whitening Talc Touch. A new TV campaign featuring brand ambassador Anushka Sharma has been released to support the launch. The campaign has been conceptualised by Interface Communications.

Continuing in the vein of the earlier Nivea deo ads, the TVC for Nivea Whitening Talc Touch shows Anushka getting ready for an outing and dazzling her date with her fresh look. All the while the voice-over tells us that Anushka is confident that her ‘talc’ will not show its tell-tale patches. In the end it is revealed that Anushka is, in fact, wearing the Nivea Whitening Talc Touch with micro powder that gives the additional benefits of talc in a deodorant.

Rakshit Hargave, Managing Director, Nivea India, remarked, “Two-thirds of all female deo users in India are dual users of deodorant and talc. Therefore, the concept of a caring deodorant, which gives additional benefits of talc, is extremely relevant for our consumers.”

Commenting on the campaign, Rakesh Menon, Creative Director, Interface Communications, said, “The problem with talcum powder is that it leaves visible patches on the underarms. This is what Nivea’s new Talc Touch Deodorant wanted to address. The idea came from the insight that while women love to go sleeveless, using talcum powder on the underarms makes it impossible to do so. Since this deodorant comes with micro powder that doesn’t show, it gives women the confidence to wear what they want.”

The TVC:



Creative agency: Interface Communications

Creative Team: Robby Mathew, Rakesh Menon, Maithili Mullick

Account management: Shireen Cama, Govindarajan V, Neha Sawansukha, Neha Arora

Production house: 7 Films

Director: Lloyd Baptista

Producer: Ravneet Mahajan

Music Director: Micu Patel

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