Today's youth don’t express through achievements but via personality: Nivea's Shweta Dalal

For a generation that shapes culture faster than anyone can document it, confidence looks very different today. NIVEA is back with the fifth season of its youth-led initiative, NIVEA Soft Fresh Batch, a platform that has evolved alongside young India’s changing voice and creative energy. What started as a space for showcasing talent has grown into something far more personal, and this year’s edition leans fully into that spirit. Fresh Batch 5.0 introduces “The Rizz-ume,” a cheeky take on the classic resume that tosses out the usual idea of perfection and instead celebrates quirks, charm, and the kind of self-expression that actually defines Gen Z today.

To bring this year’s edition to life, the brand teamed up with three standout voices from Gen Z culture Apoorva Mukhija, Ankush Bahuguna, and Sufi Motiwala. Together, they set the tone for a campaign that nudges young people to step away from the usual checklists and instead express what makes them genuinely, unapologetically themselves. In their hands, the Rizz-ume becomes more than a fun idea; it turns into a statement about celebrating quirks, embracing individuality, and owning the kind of confidence that doesn’t need traditional validation.

Last year, NIVEA India and its beloved NIVEA Soft moisturizer pulled off something unforgettable, a Guinness World Record for the largest online video chain of people passing and applying moisturizer. The record-breaking chain featured 444 videos, easily surpassing the previous benchmark of 259. The moment didn’t just go viral; it became a collective celebration of everyday confidence. The brand also dropped the NIVEA Soft Anthem with Taapsee Pannu, a feel-good tribute to feeling comfortable in your own skin and owning your vibe.

Shweta Dalal, Marketing Director at NIVEA India says she spoke about how the idea came together, said something that sits at the heart of this shift: “We realised that young people today don’t express themselves through achievements, they express themselves through personality. That’s their real flex. Fresh Batch had to grow in that direction too.” And with that, this year’s central idea the playful, almost satirical “Rizz-ume” was born.

Listening to Young India: A Platform That Has Grown Up With Its Audience

In the earlier seasons, the focus was squarely on talent dance videos, DIY hacks, comedy sketches, food content, the usual markers of the content boom. But as social media matured and Gen Z built micro-identities around hyper-specific interests, the definition of creativity expanded. Dalal marks “We’ve helped close to 200 young Gen Z talents grow as confident creators - through product drops, learning opportunities, community spaces, and meaningful recognition”  but as culture changed, the creators themselves started signalling something different: less interest in being “polished talent” and more joy in being unapologetically themselves. This is where Fresh Batch 5.0 finds its footing: in the personal rather than the perfect. Or as Dalal put it, “Today, we’re in the passion economy- where personal interests, quirks, and cultural fluency shape identity and even career paths.

The Rizz-ume: A Gen Z Resume With Zero Corporate Energy

No document captures the mood of Gen Z more than the “Rizz-ume.” Where a real resume expects bullet points and achievements, but Dalal highlights that this generation doesn’t define themselves by checklists, grades, formal credentials or conventional achievements alone. They place equal, if not more, value on personality, honesty, humor, quirks,and the unique way they see the world. Their identity is something they express, not something they explain.

She points at “how do we give space to the qualifications that were never considered ‘qualifications’ before” and that’s where the Rizz-ume was born- a reimagined resume that celebrates personality over perfection. The Rizz-ume treats it with legitimacy - a statement that personality is a real skill today.

The Rizz-ume captures this cultural shift by putting personality, creativity, and cultural awareness at the forefront, traits traditional resumes rarely bother to acknowledge. Instead of asking young people to fit into a rigid checklist, it nudges them to lean into what makes them genuinely, unmistakably themselves. At its core, the Rizz-ume sends a simple message – ‘your vibe, your story, and your individuality are your real confidence and this is our way of celebrating exactly that’.

Why NIVEA Soft Fits Naturally Into the Story

Dalal explained that today’s young people aren’t just looking for products that work, they're looking for products that make them feel something. “Functionality matters, of course,” she said, “but emotion is what really connects. They want something that supports how they feel and how they show up.” That’s where NIVEA Soft has slipped into their everyday lives without effort. It’s that familiar, reliable companion sitting quietly in backpacks, hostel rooms, and content creators’ desks light, adaptable, and refreshingly uncomplicated. As Shweta put it, “We didn’t have to build a connection from scratch; the product already lives in their world.”

 For Gen Z, confidence isn’t about perfecting a look, it's about feeling comfortable in their own skin, whether they’re online, offline, or somewhere in between. And NIVEA Soft plays into that ritual of feeling ready, fresh, and grounded, whether it’s a college morning, a day of filming, or just moving through the chaos of everyday life. Fresh Batch builds on this emotional bond by offering young people a space where their stories, quirks, and creativity feel genuinely valued. In that sense, the product becomes part of their self-expression journey, not just a moisturizer, but a quiet companion in discovering and owning who they are.

Apoorva, Ankush & Sufi: Ambassadors Who Speak Gen Z’s Language Naturally

Dalal explained that the ambassadors perfectly embody the bold, unapologetic spirit of Gen Z, a generation that expresses itself without filters and values authenticity above all else. “They’re completely true to who they are, and that’s exactly why young India sees them as culture icons,” she said. Each of them brings a distinct shade of personality, confidence, and cultural fluency, which sits at the very core of the Rizz-ume.

 Apoorva has a gift for turning the smallest everyday moments into engaging stories; the way she narrates life makes you feel like you’re right there with her, which is why her Rizz-ume proudly reads “Certified Yapper.” Ankush, known for his beauty content and warm, playful banter, brings a kind of effortless social charm that feels instantly familiar, captured perfectly in his “Gossip Monger” Rizz-ume. And then there’s Sufi, whose sharp, stylish fashion critiques always arrive with just the right touch of wit; he’s carved out a space where a roast feels smart, not cutting, reflected in his “Roast Master” title. Together, they form three completely different expressions of confidence, storytelling, social energy, and creative critique and that diversity echoes the core message of NIVEA Soft Fresh Batch: your personality is your confidence, and the best thing you can be is yourself.

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Gen Z has a sharp radar for anything that feels performative, which is why authenticity sits at the very core of NIVEA Soft Fresh Batch. Rather than approaching youth culture from the outside, the brand chooses to immerse itself in listening, learning, and celebrating real, unfiltered self-expression that values quirks and individuality over polished perfection. This commitment is further strengthened by the presence of culture leaders like Apoorva Mukhija, Ankush Bahuguna, and Sufi Motiwala, whose genuine personalities bring credibility and emotional resonance to the campaign. Instead of prescribing how young people should express themselves, NIVEA offers a platform where they can drive conversations and build community on their own terms creating a sense of belonging and trust that simply can’t be manufactured.

Where Tech Meets Culture: An AI Microsite That Feels Like Play

A partnership with Xtendr has taken Fresh Batch into a new space by weaving AI into the heart of the experience. The AI-powered microsite brings the idea of the Rizz-ume to life, turning what would normally be a standard resume into a playful, personalized canvas where young people can express who they really are. “Technology helps us meet Gen Z where they already live in the digital world,” she explained, noting that the tools make creativity instant, intuitive, and deeply personal.

By letting every participant design a Rizz-ume that mirrors their quirks, strengths, and personality, the platform removes traditional barriers and gives individuality room to shine. This kind of digital innovation lines up seamlessly with a generation that craves customization and self-expression in every corner of their lives, including how they interact with brands. Through this digital experience, users can craft, personalize, and showcase their own take on self-expression. A selection of standout Rizz-umes will be highlighted by NIVEA, giving their creators special opportunities and memorable experiences. As Dalal puts it, “It isn’t just a tech upgrade, it's a cultural shift that amplifies connection by giving each user a voice.”

More Than Skincare: Nurturing 200+ Young Voices Through Fresh Batch

Reflecting on the journey so far, Dalal said that Fresh Batch has grown into “a genuine incubator for young talent,” shaping both creator careers and the brand’s relationship with youth culture. Over the years, the platform has supported more than 200 young creators, helping them build their personal brands with confidence while strengthening NIVEA’s own presence in a way that feels organic to their world.

Many of these winners have gone on to establish themselves as credible influencers, propelled by the visibility and opportunities they received whether through digital campaigns, mentorship programs, or deeper brand collaborations. Dalal emphasized that this continued nurturing of talent signals a long-term commitment: NIVEA isn’t just a skincare brand in their lives, but a partner walking alongside their creative and professional growth.

Measuring Impact Beyond Metrics

Evaluating the success of Fresh Batch requires looking far past surface-level numbers. While the team tracks essential quantitative indicators, engagement rates, the performance of the AI-powered microsite, shares, and overall participation, those figures are only one part of the story. What truly defines the ROI of this campaign is the emotional depth it creates. The brand listens closely to participant narratives, community sentiment, and the authenticity of the content young creators share. Sustained interaction within the community and the genuine, unfiltered expression visible in user-generated entries help NIVEA understand how deeply the initiative resonates. Long-term brand affinity and loyalty also play a key role, revealing how effectively the campaign nurtures meaningful relationships rather than chasing quick wins.

And when Dalal was asked to sum up Fresh Batch 5.0 in a single line, she says, “the spirit is clear: it’s a vibrant celebration of Gen Z’s unapologetic creativity and energy powered by innovative tech and honest storytelling that turns raw passion into personality.”