Nivea has unveiled its new campaign with Bollywood actress Taapsee Pannu for its revamped Nivea Milk Delights face wash, encouraging customers to not only ‘face wash’ but rather ‘milk wash’ for a perfect, safe glow.
Nivea has integrated this offering into its latest campaign ‘Don’t Face Wash, Milk Wash!, showcasing the cleansing properties of milk together with its portfolio of Indian home remedies. In a friendly conversation between two friends who enjoy hanging out together, the digital film shows the significance of milk as an ingredient that is more effective than a standard facewash.
The film, conceived by FCB Interface, features two friends that one of them sees the good glowing skin of Pannu during the day and needs to know her secret. Her friend gets very excited about the forever glow, no matter where they will be (in a taxi) or what they do (playing badminton or doing Bharatnatyam) and attempts to force the answer out of her. Finally, the actress lets her realize that she’s not using a facewash, but a milk wash, leaving the jaw of her friend in shock.
The film then goes on to show the facewash of Nivea’s Milk Delights with milk proteins that have a pH ideally suited to the skin for a healthy, natural glow.
The 360-degree digital initiative will be introduced and then further amplified by numerous other media outlets.
“The new campaign for Nivea Milk pleasures intends to highlight milk as a gentle cleanser that takes care of the skin in the effective manner possible,” said Sachin Killawala, Marketing Director, Nivea India. When choosing personal care items, friends are one of the greatest influences in our lives and this campaign brings that to life in a playful way. We decided to illustrate how Milk Delights facewash blends the goodness of milk and home remedies for a perfect, safe glow through this contact, both visually and verbally.
“Some facewashes cleanse well but strip moisture from the skin, leaving it feeling dry,” said Rakesh Menon, executive creative director-Mumbai, FCB Interface. But, thanks to the milk, Nivea Milk Delights brings nourishment and moisture to the skin. We simply wanted to persuade users to upgrade to this ‘Milkwash,’ which is so much healthier for their skin, via this campaign.
