Mumbai: NIVEA has etched its name in history by setting a new GUINNESS WORLD RECORDS™ for the Largest Online Video Chain of People Passing and Applying Moisturiser. Achieved on December 18, 2024, the record-breaking feat involved 444 videos, far exceeding the previous record of 259 videos set in September 2023.
This extraordinary milestone was achieved as part of NIVEA Soft Fresh Batch 2024, a beloved annual initiative that celebrates creativity, self-expression, and youthful energy. This year’s event saw participation soar, with entries increasing by a remarkable 30% over the previous year. Participants enthusiastically showcased their creativity by performing the trendy hook step from NIVEA Soft’s anthem, popularized by brand ambassador Taapsee Pannu.
To amplify its reach, NIVEA partnered with over 80 top influencers on MOJ, one of India’s leading short-video platforms, inspiring widespread participation. The campaign resonated particularly well in states such as Maharashtra, Uttar Pradesh, Karnataka, and Haryana, which led the country in entries and views. Additionally, the NIVEA Soft anthem became a viral sensation, inspiring creative renditions across digital platforms.
The initiative also featured an interactive lens on MOJ, further engaging users and driving participation. To elevate the excitement, three celebrated creators—Kusha Kapila, Ruhee Dosani, and Dharna Durga—collaborated for a special video that created buzz and added momentum to the campaign.
This year’s campaign offered enticing rewards, including all-expenses-paid international trips for ten winners, appearances in NIVEA’s digital ads, vocational course sponsorships, and a year-long subscription to NIVEA’s full product range.
Shweta Dalal, Marketing Director, NIVEA India, shared her excitement, “We are thrilled to have achieved this GUINNESS WORLD RECORDS title – an accomplishment that truly resonates with our vision at NIVEA. At the heart of everything we do is a commitment to innovation, creativity, and pushing boundaries, and this milestone is a testament to that spirit. Our beloved annual property, NIVEA Soft Fresh Batch, has grown immensely, becoming bigger, bolder, and more impactful each year. This achievement not only celebrates the passion and talent of our community but also reinforces our dedication to creating meaningful and engaging experiences for our audiences.”
This record-breaking achievement not only underscores the legacy of NIVEA’s iconic product, Soft, but also highlights the brand’s commitment to fostering creativity, innovation, and meaningful connections with India’s youth.
The Soft Fresh Batch program continues to grow each year, inviting participants to celebrate individuality and self-expression while building unforgettable memories.
