21 Nov: NIVEA, India’s most trusted skincare brand*, introduces its new Body Milk with 100% pure Hyaluronic Acid and 72H hydration, through a fresh, playful, and culturally tuned digital campaign featuring youth icon Rohit Saraf. The campaign puts a fun spin on skin hydration, using high-impact visuals and cheeky storytelling. While also mirroring the inclusive shift in skincare conversations today – where more diverse voices, are stepping in naturally. The brand leverages a simple insight: your skin gets thirsty too, and NIVEA’s new launch is here to quench it.
To bring the campaign to life, NIVEA partnered with Rohit Saraf, whose charm, relatability, and strong connect with young audiences make him a natural fit for this pop-culture format. In the content, Rohit delivers a cheeky, light-hearted moment – the same way people say he “soaks up all the attention,” your skin needs hydration that truly lasts. This scroll-stopping transitioning into the product’s core message is what makes hydration feel fun, modern and relevant. By blending trending cultural cues with the long-lasting moisturization benefits, NIVEA positions body care as an exciting and expressive part of everyday self-care for everyone.
Commenting on the campaign, Shweta Dalal, Marketing Director, NIVEA India, said: “If young India is consuming pop-culture driven content, then that’s exactly where we want to meet them. So we took a viral format and turned into a playful reminder that your skin gets thirsty too. With our new NIVEA Body Milk offering 72-hour moisturization, this was the perfect way to spotlight a very real skincare need in a way that feels fresh.” She adds, “We’re also living in a world that celebrates inclusivity, and that reflects in the way people engage with skincare today. So why limit ourselves when it comes to talent? Skincare is universal, and our choices should mirror that diversity – in voices, in relatability, and in how we show up for young consumers. Having credible male voices champion hydration in a pop-culture twist felt not just relevant but truly reflective of how Gen Z sees self-care. Rohit Saraf is a natural fit for this campaign, with a charm and authenticity that instantly clicks with young India.”
Rohit Saraf, who features in the campaign, added, “This idea instantly caught my attention- it’s such a fun, clever way to talk about hydration. I love how NIVEA took something so pop-culture driven and made it their own. It’s fresh, relatable and exactly what today’s audience connects with. Skincare is for everyone, Afterall. Honestly, I was excited to be a part of it – NIVEA just made hydration super cool.”
The campaign has been driving strong digital buzz through multiple activations, including the Tongue Twister challenge, festive content, and this playful moment. To extend visibility beyond online platforms, NIVEA activated a fleet of branded cabs across cities, transforming regular cabs into high impact moving billboards. Each cab featured a striking NIVEA body lotion bottle installation on the roof, creating a bold on-road presence and capturing attention of on-lookers. This on-ground integration seamlessly bridged online chatter with offline visibility, ensuring the launch reached commenters and commuters alike.