NIVEA Reinvents Everyday Skincare with Hydration-Led Campaign Featuring Rohit Saraf

NIVEA India has launched a fresh digital campaign spotlighting its new Body Milk enriched with hyaluronic acid, positioning hydration as a daily act of self-care. The brand leans into a fun, pop-culture-inspired treatment to connect with Gen Z—an audience that responds strongly to relatable, trend-driven narratives. Actor Rohit Saraf leads the film, guiding the message with an effortless, conversational style that mirrors the tone of contemporary digital content.

A Campaign Rooted in Inclusivity

At the heart of the film is a playful yet simple message: just like we feel thirsty, so does our skin. NIVEA reframes moisturising as an essential, ongoing routine rather than an occasional fix. By placing a young male voice at the centre of the communication, the brand signals a shift towards inclusive skincare—reflecting how today’s consumers expect broader representation in beauty conversations.

Shweta Dalal, Marketing Director at NIVEA India, explains that meeting young audiences where they already are—within pop culture—was essential. She highlights how the brand utilised a viral format to remind consumers of the importance of long-lasting hydration, particularly with the introduction of the new Body Milk, which offers 72-hour moisturization. She adds that modern skincare is universal, and casting choices should reflect diversity and relatability, making Rohit Saraf a natural fit.

Expanding the Conversation Beyond Digital

The campaign extends offline through city activations, including branded cabs with rooftop installations, a playful tongue-twister challenge, and festive-season content—all aimed at reinforcing hydration as a cool, everyday habit.

Follow us @marketingmaverick.in for more such news on marketing campaigns.

Also, don't forget to link with us at https://in.linkedin.com/company/marketingmaverick.in