Nivea, a skincare brand, recently announced Ranveer Singh as the new face for Nivea Men. The brand has launched a TVC as part of the multi-media campaign followed by four digital films featuring Singh talking about the new unique dual-phase deodorant, Nivea Men Duo.
Created and conceptualised by FCB Interface, the campaign shows interesting facets of Singh of being an inspiring buddy, caring, confident and of course his un-missable dynamism and sense of humour. With this campaign, the brand is launching a product that is just as dynamic and cool as Ranveer – The Nivea Men Duo. The dual phase of the deodoriser works as instant visual proof of long lasting freshness and daylong odour control. ‘Shake to Activate freshness’ and ‘Freshness Guard Technology’ are symbolised by the two distinct coloured liquids in transparent and blue.
Neil George, Managing Director, Nivea India, said, “Nivea India is addressing needs of young consumers by tapping into the trend of ‘modernity’ and Singh is the perfect evangelist for the brand to increase its engagement with young India.”
“The dual-phase of this body deodorizer works as instant visual proof of the long-lasting freshness it gives. Its freshness guard technology is symbolised by the mixing of the two distinct coloured liquids when you shake to activate it,” he added.
Robby Mathew, Chief Creative Officer, FCB Interface, said, “When the idea is in the product itself, the task then is to show it as it is. And Ranveer Singh, despite his larger than life personality, makes the product the undisputed hero of the film.”
The film opens with Ranveer Singh on a pristine beach talking about how regular deodorants don’t last long. That’s why he uses the New Nivea Men Duo. It has a cool, new two-layer format with freshness and freshness guard. Meanwhile, Singh shakes the bottle to mix the layers together and describe how the product locks the freshness in place. The moment he sprays the deodorant, people from all across the beach start running towards him.
A set of four digital films has been created to take the campaign forward and they open with Ranveer Singh in a bathroom. He is just about to use the new Nivea Men Duo but before he uses the product, he has to shake it. That’s where the fun begins. Singh invites the audience to help choose a fun way to mix the two liquids together. The viewer has to choose between four options – the electric shock, the workout, the belly dance and the mind-power shake. In tune with each option, Singh enacts the style to mix the product and engaging the audience.
Nivea Men Duo, belly dance shake, #Shakespraystart at
Nivea Men Duo, workout shake, #Shakespraystart at
Nivea Men Duo, mind power shake, #Shakespraystart at
Client: Nivea India
Creative Agency: FCB Interface
Creative Team: Robby Mathew, Rakesh Menon, Maithili Mullick, Aswirbaad Das
Account Management: Govindarajan V, Neha Arora, Andrea D’Souza
Director (of the TVC): Shimit Amim
Exécutive Producer: Gary Grewal
Production House: Redice films
Post Production Studio: Prime Focus
Campaign elements: TVC, POS, Digital