New Delhi: FCB Interface recently rolled out an endearing new campaign for the launch of Nivea’s Body Deodorizers for women.
Featuring brand ambassador Anushka Sharma, the TVC comically highlights the deodorant’s promise of day-longodour control. Based on the insight that body odour leads to socially awkward situations, the commercial shows adorable little children holding their breath in a kindergarten classroom as their teacher suffers from body odour. Anushka, another kindergarten teacher, helps her out by offering her the Nivea Body Deodorizer.
The campaign is on air across leading television channels, supported by digital presence.
The film opens on a montage of adorable little children holding their breath whilst looking into the camera. With puffed up cheeks, wide eyes and endearing expressions on their faces, they appear to be in some sort of discomfort. We find out the reason soon enough. It is revealed that they’re in a kindergarten classroom, listening to their teacher tell a story. The kids are getting a whiff of her body odour as she gesticulates with raised arms. Anushka, another kindergarten teacher, notices this and helps her out by handing her the new Nivea Body Deodorizer that gives day-long odour control.
Robby Mathew, Chief Creative Officer, FCB Interface said,“Unlike adults, kids are quite transparent with their feelings. They don’t hesitate to express them, no matter who they are with. And this is the behavioral insight is what we latched on, to bring alive Nivea’s day-long odour control properties.”
SachinKillawala, Category Head – personal care, Nivea India said, “The New Nivea Body Deodorizer with Pro Vitamin B5 addresses the core category need of the women consumer to get day long odour control in just one use. While body odour is a well understood topic, most people do not realise that they have the problem as we tend to not discuss it or point it out. The TVC addresses this challenge by showing an intriguing situation in which the body odour issue is evident, without the social embarrassment associated with it.”
Campaign Elements:TVC, POS, Digital
Client :NIVEA India
Creative Agency :FCB Interface
Creative Team :Robby Mathew, RakeshMenon, VarshaKharidaha
Account Management :Govindarajan V, NehaArora, Andrea D’Souza
Director (of the TVC) :Shimit Amin
ExécutiveProducer :Gary Garewal
Production House :Red Ice productions Pvt. Ltd.
Post production studio :Prime focus
Working title of film : NIVEA body deodorizer
Duration : 30 sec
Campaign breaks as of : 24.06.17