Mumbai : FCB Interface recently launched a campaign for Nivea Men with the brand’s new face, Ranveer Singh. With this campaign, NIVEA MEN is launching a product that’s just as dynamic and cool as Ranveer – The NIVEA MEN Duo. It’s a first-of-its-kind innovation in the deodorant category, a unique dual-phase deodorant with two layers floating one on top of the other. A blue layer that gives freshness and a clear layer that guards the freshness. When the two layers are mixed, the Freshness Guard Technology is activated. And once sprayed, it makes sure your freshness doesn’t escape for hours and hours. This quirky campaign aims to get consumers to ditch their regular deodorants and try the cool new NIVEA MEN Duo.
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, despite his larger than life personality, makes the product the undisputed hero of the film.”
Neil George, Managing Director, NIVEA India said, “NIVEA India is addressing needs of young consumers by tapping into the trend of ‘modernity’ and Ranveer is the perfect evangelist for the brand to increase its engagement with young India. Just like him, our innovations are hard- working, modern and care for you.”
Neil added “We are confident that NIVEA MEN DUO is an innovation that will create a strong disruption in the extremely cluttered deodorants category. The dual-phase of this Body Deodorizer works as instant visual proof of the long-lasting freshness it gives. Its ‘Freshness Guard Technology’ is symbolized by the mixing of the two distinct coloured liquids when you‘Shake to Activate’ it.”
The film opens with NIVEA Men’s new brand endorser – Ranveer Singh. He’s on a pristine beach with crystal clear blue waters. As he comes out of the ocean, he talks 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. As he talks about the product with a cool attitude, people start noticing him on the beach. Meanwhile, Ranveer shakes the bottle to mix the layers together. While he does this more people take notice of him. Oblivious, he continues to describe how NIVEA MEN DUO locks the freshness in place. The moment he sprays the deodorant, people from all across the beach start running towards him. They dive onto him and pile up, making sure he can’t escape- just like his freshness can’t escape with NIVEA MEN DUO.
A set of quirky digital films have also been created to take the campaign forward and spread the NIVEA Duo message online. The digital film opens 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. Ranveer invites the audience to help choose a fun way to mix the two liquids together. The viewer has to choose between 4 options. The electric shock, the workout, the belly dance and the mind-power shake. In each option Ranveer mixes the product in a funny and quirky way. Once done, he sprays the NIVEA MEN Duo and is ready to take on the day.
TVC links:
Campaign Summary:
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
Planning team : Arthi Basak, Prasidh Dalvi, Supritha Iyer
Director (of the TVC) : Shimit Amim Exécutive Producer : Gary Grewal Production House : Redice films
Post production studio : Prime focus
