Nivea Fresh Active counters category propositions, promises ‘just’ freshness

Nivea Fresh Active has gone against category premises in its TVC for deodorants.

The film, created by Interface Communications, features brand ambassador Arjun Rampal. He is shown walking through a series of doors with women getting drawn to him. He is also shown as a celebrity attracting the flashlights. As he walks, Rampal says, 'Who doesn't want women to fall for them? Who doesn't want success and fame overnight? But can all this be achieved through a deodorant? No, Sir’. He puts forward Nivea's promise of a fresh start, urging viewers to achieve the rest through their own efforts.

The film went on air on 5 September.

Robby Mathew, national creative director, Interface Communications, said, "The basic premise was from the research that the product gives you a burst of freshness. People repeatedly said they feel fresh after they use Nivea. Every product in the category was showing attraction. We only wanted to talk about freshness. We're not promising you fantasies, but only reality when it comes to freshness.”

He added, “With this film, we're going anti-category and not tolerating the exaggerated stuff other brands are talking about."

Rakshit Hargave, managing director, Nivea, added, “The Nivea Men deodorant campaign highlights the new brand proposition of 'It starts with you' very well. Essentially, the platform urges Indian men to unlock their everyday potential and take charge of their lives. Arjun Rampal, our latest addition to the Nivea family, fits seamlessly into the brand values as he too is self-made and juggles multiple roles in life. He personifies masculinity, success and self-confidence, all qualities which a Nivea Man represents.”

The TVC will be accompanied by radio, print, digital and point-of-sale promotions.

Credits:

Client: Nivea

Agency: Interface communications

Executive creative director: Robby Mathew

Creative director and copywriter: Rakesh Menon

Client servicing: Shireen Cama, Neha Sawansukha and Neha Arora

Agency producer: Alpa Jobalia and Ashish Barot

Production company: Future East Film

Director: Ashim Ahluwalia

DOP: KU Mohanan

Produced by: Priyanka Bangia