Conceptualised by Interface Communications, Nivea India, an affiliate of Beiersdorf AG, has expanded its range of deodorants for women with the launch of Nivea Whitening Talc Touch featuring Anushka Sharma.
Commenting on the campaign, Rakesh Menon, Creative Director, Interface Communications, said, “The problem with talcum powder is that it leaves visible patches on the underarms. This is what Nivea’s new Talc Touch Deodorant wanted to address. The idea came from the insight that while women love to go sleeveless, using talcum powder on the underarms makes it impossible to do so. Since this deodorant comes with micro powder that doesn’t show, it gives women the confidence to wear what they want.”
Continuing in the vein of the earlier Nivea deo ads, the TVC for Nivea Whitening Talc Touch shows Anushka getting ready for an outing and dazzling her date with her fresh look. All the while the voice-over tells us that Anushka is confident that her ‘talc’ will not show its tell-tale patches. In the end it is revealed that Anushka is, in fact, wearing the Nivea Whitening Talc Touch with micro powder that gives the additional benefits of talc in a deodorant.