Anushka Sharma plays over 5-second interest span in new Nivea Body Deodorizer ad

Nivea India’s new digital campaign plays on the eccentricities of digital content and its consumption habits, especially the much-spoken about impulse of the viewer to skip a film within the initial 5 seconds. In a humorous yet matter-of-factly manner, the film depicts the director’s plan to create a film within this stipulated timeframe, which goes haywire when Anushka Sharma goes about with her usual brand talk.

The five seconds of the film show Anushka applying the new Nivea Body Deodorizer while talking about its promise of day-long odour control. However, even before Anushka can finish, the director calls it a wrap. Anushka looks surprised. She obviously wants to talk more about the product and points out that she hasn’t spoken about its unique deodorizing formula with Pro Vitamin B5. He, in a matter-of-fact manner, explained to her that people usually skip online ads after five seconds. Anushka looks visibly disappointed. Even as the shoot crew begins to dismantle the set, she insists on being given a chance to talk about its three refreshing variants: Rose, Citrus and Jasmine. However, by this time, the set is deserted. Stunned, Anushka announces that if she leaves, she’s not coming back. On getting no reply, Anushka ultimately decides to leave but not before she promptly picks up all the deodorizer packs on the counter. 

Sachin Killawala, Category Head-Personal Care, NIVEA India, says, “The new NIVEA Body Deodorizer with Pro Vitamin B5 addresses the core category need of the women consumers to get day long odour control in just one use. The key challenge for marketing in the digital age is to make the message effective, as the consumers switch off if they do not find it relevant. Our digital communication approach is an outcome of this challenge. The core idea was to use the limitation of the media itself as the central communication tool. That it has already garnered over 4 mn views in 3 days is a testament that it has struck a chord with the consumers.”

Creative conceptualisation and production is done by Interface Communications.