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Nivea Men’s new campaign takes a stand against body odour

Conceptualised by DigitasLBi, the ad film is a humorous take on the importance of solving the problem of body odour instead of just covering it up

BestMediaInfo Bureau | Mumbai | November 30, 2016

Nivea-Men-TVC Click on the Image to watch the TVC.

Body odour is a touchy topic for most. Nobody likes to be told they smell bad. Nivea Men takes a funny take on this rather sensitive issue. Their new campaign #CoveringUpFails highlights the importance of solving the problem of body odour instead of just covering it up.

In a category that’s cluttered with tales of the superficial strength of fragrances, the campaign hits on the problem of failing deodorants and the resulting emergence of body odour during the day. And in turn, establishes the product – Nivea Men Body Deodorizer as the real solution to the problem.

Conceptualised by DigitasLBi, the ad film is a about a spy who is sent on an undercover mission. The agent, introduced as ‘Double O Seven’, is sent to catch international criminal Don John. He is advised to go undercover as the Don knows who he is. The agent promptly arranges for a fake moustache and beard and sprays himself with deodorant to ‘cover up’. The agent passes the security checks and finally meets the Don who unfortunately recognises the agent ‘Double Odour Seven’ by his body odour.

“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,” said Sunil Gadgil, Marketing Director, Nivea India.

Commenting on the campaign, 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.”

The TVC:


Client: Nivea India Pvt. Ltd.

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

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