Nivea Men shows how to start the day – the man way

The campaign, conceptualised by Interface Communications, focuses on what men need for personal care



Sohini Sen | Mumbai | September 10, 2013

Click on the image to watch the TVC.

Nivea, through its newest campaign, has announced a repositioning of its male grooming range. The skin care market leader hopes that the campaign will champion the role played by daily grooming in building men's confidence and enabling masculine success. The campaign, which marks the launch of Fresh Active Deo, features brand ambassador Arjun Rampal and uses the new global call to action line, 'It starts with you'.

The sub-30 second TVC, conceptualised by Interface Communications, shows Rampal walking towards the camera. He speaks to the audience saying, “Who doesn't want to believe that girls die for them, success comes quickly and one can become a star overnight?” While the background behind him changes to show the upward mobility of his life, he goes on to bust the idea that these things are possible with the use of the correct deodorant. He introduces the Nivea Fresh Active Deo as the perfect way to start the day – fresh. The rest of the things, however, will have to be earned through hard work.

The campaign is a follow-up of the earlier Nivea Men Dark Spot Reduction Face Wash campaign which introduced the 'It's all about you' motto for the brand.

"While almost every product in the category promises attraction, Nivea Men is all about being real and honest. That's where we started from. The idea was to remind men that what they need is already inside – and that Nivea Fresh Active simply gives you the freshness to kick-start your day. So you can go out there and get everything you dreamt of, on your own," said Rakesh Menon, Creative Director, Interface Communications.

Nivea Men is the only brand in India that offers products across all categories – Face Wash, Face Moisturiser, Shaving, After Shave, Deodorant and Shower Gel.

The strategy for the new campaign came from a study which showed that 84 per cent of men do not using products made for men; instead, they borrow products from the women in their life. This also arises from the fact that men feel that there are no brands that cater to men's needs specifically.

Rakshit Hargave, Managing Director, Nivea India, commented, "Nivea Men provides a broad range of products that cover every man's grooming needs and therefore gives him tools to build confidence, being the man they want to be. With the new positioning of 'It starts with you', we want to be the first brand to talk to men like men do. We bring the widest range of products with an assortment of over 20 innovative products for the Indian male consumer.”

All the communication in this campaign seeks to show how grooming well and starting each day with confidence can help men optimise their potential each day. The campaign will highlight the hero products for the season starting with face wash.

Arjun Rampal commented, “I always endorse brands and products that I use personally. The new Nivea Men range is a wonderful exciting range and definitely something that I use regularly. This new deodorant commercial is a very energetic film with a tongue in cheek humour about it. Most deodorant ads show men spraying the deodorant and girls falling over them. All that happens in this ad too, but wait for the last line.”

The media mix includes digital, television and print.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Agency: Interface communications

Executive Creative Director: Robby Mathew

Creative Director & Copywriter: Rakesh Menon

Production House: Future East Film

Director: Ashim Ahluwalia

Producer: Priyanka Bangia

Production Manager: Prabhat Gupta

Post Production Team: Pixion, Vfx suprvior- Viral P Thakkar

Editor: Jitendra Kalwani

Art Director: Rajiv Panjabi

Sohini.Sen@BestMediaInfo.com

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