Nivea India Pvt. Ltd., the newly set-up Indian arm of German skin care major Beiersdorf AG, has awarded the media duties of its entire range of products to Mediaedge:cia (MEC). It may be pointed out, Beiersdorf AG shares a global relation with MEC in European markets.
This win comes close on the heels of MEC winning the Singapore Airlines media business early last week.
Details about the Nivea account size weren’t available as it involves quite a few product launches by the Indian arm of Beiersdorf. The Singapore Airlines account is estimated to be around Rs 10 crore.
MEC is excited over the Nivea win. The portfolio spans skin and body care, hair care, deodorants and Nieva’s men’s range of toiletries. Said MEC India’s Managing Director, Shubha George, “We are very happy to partner such a prestigious brand in India. India is the first country in Asia Pacific to cement the global relationship that Mediaedge:cia enjoys with Beiersdorf. We are indeed very proud that India is setting the tone and taking the lead in the region.”
Said Nivea India’s Managing Director Kai Boris Bendix, “Beiersdorf has a successful long-term relationship with Mediaedge:cia in many European countries. We are determined to replicate this success in the Indian context in order to bring the values of our core brand Nivea closer to the Indian consumer.”
The Nivea Crème campaign currently on air is the starting point for Nivea’s continuous on-air presence in India. For the time being, international creatives would be used for Nivea’s communication in India.
These are two substantial wins for MEC following the businesses that the agency added last year. George sees Singapore Airline as an important addition to its current client portfolio. Speaking on the overall scene, she said, “We have added good businesses and this can be attributed to the agency’s well differentiated offering of ‘Active Engagement’ which is rooted in consumer insight and in finding communication solutions that enable brands to actively engage with their customers.”