In an era marked by a heightened emphasis on self-care and well-being, the skincare industry stands at the forefront, continually evolving to meet the diverse needs and preferences of consumers. Amidst this dynamic landscape, NIVEA India, a legacy name in the skincare domain, has consistently played a pivotal role in shaping beauty routines and promoting skin health. The brand has recently come up with #TheOGs campaign featuring actress Madhuri Dixit, Singer Shreya Ghoshal and Tennis Player Sania Mirza.

Sunil Gadgil, Marketing Director, NIVEA India provides invaluable insights into the latest campaign, the brand's strategies, the ever-changing consumer landscape, and the innovations driving NIVEA's success in the Indian market.

Edited Excerpts:

What was the inspiration behind choosing the hashtag #TheOGs for the NIVEA Creme campaign, and how does the term "OG" reflect the brand's positioning in the skincare industry?

The inspiration behind #TheOGs for the NIVEA Creme campaign stems from the product's timeless presence in Indian skincare. The iconic blue tin has been a consistent part of the market for over a century, boasting an unchanged formulation. Hence, the term "OG" was chosen to encapsulate the essence of originality, authenticity and enduring quality. This hashtag serves as a creative and non-preachy way to communicate the product's longstanding heritage, differentiating NIVEA Creme in a competitive skincare market. 

In the saturated skincare market filled with new options, how does the digital-first campaign position NIVEA Creme as the "OG"?

Leveraging key opinion leaders (KOLs) and influencers, we highlighted the product's timeless appeal with unchanged formulation, rich texture ideal for winters and comforting fragrance. NIVEA Creme's versatility shines through as a legacy moisturizer catering to all age groups, not just for the face but also for lips, heels, and body. The campaign featured celebrities like Madhuri Dixit, Shreya Ghosal, and Sanya Mirza, alongside lifestyle and beauty creators, sharing unique aspects and personal anecdotes, reinforcing its status as the trusted and multifunctional choice in skincare.

Could you elaborate on the insight behind deciding to collaborate with Madhuri Dixit, Shreya Ghoshal, and Sania Mirza for the campaign? 

In selecting Madhuri Dixit, Shreya Ghoshal, and Sania Mirza for our campaign, we aimed to align NIVEA Creme with personalities who epitomize being "The OGs" in their respective domains. These three individuals bring not only immense talent but also a timeless quality to their crafts. Madhuri Dixit has charmed audiences for decades with her grace and versatility. Shreya Ghoshal has carved a niche for herself in the music industry, consistently delivering soulful melodies. Sania Mirza has broken barriers and become a symbol of excellence in the world of tennis. Their association with the campaign went beyond their celebrity status. These personalities embody the essence of being originals, having maintained their relevance and popularity over the years. By featuring them, we drew a parallel between their enduring success and the enduring presence of NIVEA Creme in the skincare landscape. 

Can you provide insights into the platform and format chosen for the launch, and how it resonates with different cohorts? How does NIVEA India plan to engage and connect with diverse age groups through this campaign?

#TheOGs was more than just a brand campaign; it aimed to reinvigorate the cream category. Our strategic choice of Instagram as the primary platform served a dual purpose. Firstly, we tapped into the nostalgia of original users by reminding them of their cult-favourite winter essentials. Simultaneously, we engaged with Gen Z in a manner that resonated with their preferences, using a popular acronym instead of traditional product promotion. Leveraging a combination of Instagram Stories and Reels, we crafted a dynamic campaign that heightened awareness and drove sales. This approach allowed us to bridge the generational gap, connecting with our loyal customer base and the younger demographic in a way that felt authentic and relevant.

In the broader context of NIVEA's marketing strategy, how does the #TheOGs campaign align with the brand's long-term vision and goals? 

In the broader spectrum of NIVEA's marketing strategy, the #TheOGs campaign seamlessly aligns with our long-term vision and mission of becoming ‘Emerging India’s Most Trusted And Loved Skincare Brand’. NIVEA being the recipient of the 'Most Trusted Skincare Brand' Award - The Brand Trust Report 2023, our focus extends beyond merely showcasing product functionality. We are committed to building a profound consumer connection by crafting narratives that resonate with their passions and preferences.

Considering the evolving dynamics of the digital landscape, how does NIVEA India envision maintaining a consistent brand image across various online platforms, ensuring a seamless and engaging experience for consumers?

NIVEA India places great importance on maintaining a consistent and compelling brand image across various online platforms. Our strategic approach involves a meticulous alignment of core messaging with the overarching brand philosophy. While individual campaign concepts may differ, it remains imperative for us to seamlessly integrate the broader brand message into the entire ideation process. From the inception of creative concepts to the selection of KOLs and through to execution, every step is carefully orchestrated to adhere to the brand guidelines. In the fast-paced digital environment, this harmony is pivotal in fostering trust and connection among our cohorts.