July 19th 2023, India: NIVEA India, the nation’s No. 1 Trusted Skincare brand*, introduces the much-awaited third edition of NIVEA Soft Fresh Batch. This novel initiative aims to empower the next generation of influencers, catering specifically to the hyper-digital Gen Z audience. As Gen Zs transition from passive content consumption to active participation in the influencer ecosystem, NIVEA Soft Fresh Batch provides a platform for them to create and share content that aligns with their values and beliefs. The brand aims to play a pivotal role in the journey of young Indians becoming influential figures of tomorrow. By fueling their passions and dreams through this exciting digital hunt, NIVEA India positions itself at the heart of this transformative process.
Following the overwhelming success of the 2022 edition, which saw a remarkable 1,25,000+ entries from across India and reached an incredible 40 million women, the upcoming season promises to be bigger and better. With an impressive lineup of mega influencers as mentors, exciting challenges and rewarding opportunities, this edition will span across 45+ cities, catering to the aspirations of emerging India on a national scale.
Recognizing NIVEA Soft Light Moisturizer as the go-to choice for collegegoers, the brand has strategically curated four tribes inspired by the refreshing variants of the product. Introducing Fresh Beauties, Berry Fashionistas, Peppy Performers, and Peachy Stars as the new tribes for the upcoming third edition, NIVEA India believes that these personalities will perfectly resonate with the interests and passions of the target audience. The hunt, hosted on Moj – India’s largest short video platform and Instagram, invites participants to choose a tribe and showcase their artistic expression by using a specially curated interactive NIVEA brand filter. To participate, contestants are required to submit their videos using the brand hashtag. In order to ensure inclusivity and reach a diverse audience, the campaign will be launched in seven different languages on Moj: English, Hindi, Bengali, Tamil, Telugu, Kannada, and Malayalam. This strategic approach aims to engage individuals from various regions, allowing them to actively participate in the hunt and showcase their talents on a broader scale.
Combining the power of online presence with meaningful real-life interactions, the initiative will expand its horizons through active on-ground touchpoints. This will be accomplished by involving in-house ambassadors across 1200 colleges in the top 20 cities. Adding to the excitement, the campaign will select a batch of up to 100 exceptional candidates who will not only receive a year-long contract with the brand but also be invited to be a part of a prestigious event in Mumbai scheduled in the latter half of the year. This conclusive event will be filled with enriching workshops, exciting gifts and valuable facetime with India’s top creators.
Sharing insights on the property, Sunil Gadgil, Marketing Director, NIVEA India commented, “India’s Gen Zs are not passive content consumers; they like to engage with and influence their social sphere. NIVEA recognizes this need of youth to showcase themselves and has created ‘Soft-Fresh Batch Influencers’ Program.’ Soft Fresh Batch is an annual talent hunt for the next generation of creators. This program has been successfully supporting the youth to unleash their ambition to influence their world. Over the last two years the program has already touched aspiring youth and helped unleash the talent of the next gen influencers.
2023 will be the third edition of the platform. This year the participants will not only get a chance to participate but will have seasoned influencers as mentors. Nivea Soft is investing in the mentors as they will not just be equipping the creators with the latest tools in the evolving digital world but would also guide the participants on how to become a positive and meaningful influence.”
Speaking more on the collaboration, Udit Sharma, Chief Revenue Officer, ShareChat and Moj, said, “The collaborative journey with NIVEA Soft Fresh Batch Influencer Hunt aims to empower and amplify the voices of the next generation of young creators. The initiative aligns with Moj’s commitment to deepen engagement and connection among brands, content creators, and audiences nationwide. Through this collaboration, exceptional talent from diverse regions of India will be discovered, shaping the influencer landscape with their remarkable abilities.”
