ITV

Tag: Sachin Killawala

  • Nivea pushes face wash segment with refreshed packaging

    Nivea pushes face wash segment with refreshed packaging

    MUMBAI:  Personal care brand Nivea is foraying into the face wash segment with its new range of Milk Delights Face Wash. With the launch of its latest campaign ‘Don’t Face Wash, Milk Wash!’ the body care label is encouraging consumers to not just wash their faces with generic cleansers but to use their product, enriched with the benefits of milk, for a natural healthy glow. 

    Milk is a natural cleanser that offers unmatched cleansing and keeps skin healthy and moisturised throughout the day. It is an ingredient that is traditionally revered for its healthy and nutritional properties. 

    Nivea’s Milk Delights range comprises four traditional variants: rose, besan (gram flour), saffron, and honey to address the needs of sensitive, oily, normal and dry skin with the goodness of milk and local home-remedy ingredients. The brand claims the product to be soap free, is pH-balanced, and suited for everyday use. 

    Adding another variant into the mix, the brand has also introduced the new Nivea Milk Delights Turmeric Face Wash. It has the goodness of milk combined with turmeric which helps reduce acne-causing bacteria.

    The new line of face washes is available in the market in a refreshed packaging and will be sold across India. The price of the product starts at Rs. 90.

    Nivea India marketing director Sachin Killawala said the brand has developed this range to suit every Indian skin-type.

    “A great cleanser is a one which has pH best suited to your skin. One such natural cleanser which has pH similar to your skin is Milk. We packed the goodness of milk into Nivea’s Milk Delights Face wash range, which cleanses the skin deeply to give you a natural healthy glow. With pH best suited to your skin Milk Delights Facewash isn’t harsh on your skin,” he said.

    German body care brand Nivea started its operations in 2006 in India. It recently forayed in the hand sanitisers segment during the lockdown after demand for the product went through the roof.  

  • Nivea takes humorous route to address winter odour

    Nivea takes humorous route to address winter odour

    MUMBAI: The problem of body odour is usually associated with the hot and sweaty months of summer but people are surprised that body odour can strike even if it’s cold outside. 

    In a cluttered deodorants category where all brands talk about superficial fragrances, Nivea is trying to create year-long relevance for the category by driving usage of roll-on deodorants in winters to solve the problem of body odour at its source – the sweat under the sweater.

    The campaign consists of four films that end with a funny twist, triggered by the sudden realisation of the protagonist’s ‘winter odour’. From an everyday cab ride to a reunion party, the films are inspired by all those incidences where body odour tends to make its presence felt.

    Nivea India marketing director Sachin Killawala says, “There is a belief that people sweat only in summers and not so much in winters. Our research shows that this is not true. People wear multiple layers of clothing in winters such as warm inner wear sweaters, jackets etc. due to which they actually sweat quite heavily and that leads to body odour formation. The roll-on campaign is targeted to make the consumers aware of this winter odour caused by the sweat under the sweater.”

    The task with this campaign was two-fold. First, make the audience aware of body odour in winters while also trying to create a single campaign that reached out to both male and female audiences. The key observation that led to the campaign was that body odour tends to be most obvious when one takes off their sweater or jacket. This helped in identifying situations where people were naturally inclined to take off their sweaters, and each film was crafted to bring out this ‘moment of truth’ in a fun way. Keeping in mind the sensibilities of both men and women, humour was the best way to tackle this.

    DigitasLBi India head of creative for Mumbai Mark Mcdonald adds, “Advertising a deodorant in winter is a first-of-its-kind communication for the category and for Nivea deodorants. Given that we are aiming to establish a phenomenon that most don’t think about, we chose to keep the creatives simple yet fun. The situations used were everyday life situations that our TG can relate to, with a funny twist at the end that highlights the problem of body odour, even in winter. The films are done as a series – one winter day – giving us the opportunity to tackle multiple situations where body odour can strike.”

    The slogan – #EndWinterOdour – serves dual purposes, creating awareness for the problem and giving it the scale of a movement spearheaded by Nivea. The films will be followed by a digital amplification plan.

  • Nivea TVC shows how to get rid of body odour

    MUMBAI: 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-long odour 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.”

    Sachin Killawala, Category head – personal care, Nivea India said, “The new 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.”