As NIVEA gears up for the fourth edition of its annual program, the brand aims to create a platform for young creators to Join India’s Freshest Squad – a group of rising stars of tomorrow
NIVEA, India’s No. 1 trusted skincare brand*, has announced the launch of the fourth edition of NIVEA Soft Fresh Batch. Following the remarkable success of the three previous editions, which garnered over 3,70,000 entries from talented women across India. The 2024 edition promises to deliver an even larger and more enriching experience. Spanning across major cities in India, this year’s edition brings alive the fun and energy of the next generation of creators, with a unique dance challenge, showcasing fresh perspectives, bold ideas and innovative attitudes. As Gen Z continues to move from merely consuming content to creating it, NIVEA India remains committed to providing a platform where creativity and self-expression can thrive.
Building on last year’s spotlight on dance as a top passion among India’s youth, NIVEA Soft Fresh Batch 2024 is raising the bar by offering more opportunities for young talent to shine. This year, participants are invited to showcase their creativity by performing their unique take on the hook step from the newly launched NIVEA Soft anthem featuring Taapsee Pannu. The campaign celebrates talent, enthusiasm and innovation across beauty, fashion and entertainment, ensuring there’s a platform for everyone to make their mark and connect with the brand in an exciting new way.
To launch the initiative, NIVEA India is thrilled to partner with some of internet’s beloved digital influencers who are popular for their impact on India’s online landscape. These digital trailblazers will invite aspiring creators to Join India’s Freshest Squad! Participants are encouraged to showcase their talents and submit their entries on the NIVEA Soft anthem using #NIVEASoftFreshBatch2024 on Moj and Instagram, contending for a coveted spot in the squad.
The stakes have also been raised, with the 10 winners receiving exceptional rewards, including an all-expenses-paid international trip for select winners, a brand-new phone, an opportunity to feature in NIVEA’s digital advertisements and the chance to pursue a vocational course of their choice. Additionally, winners will enjoy a year-long subscription to NIVEA’s complete product range. The campaign promises unparalleled opportunities for emerging talent to gain recognition and advance their creative careers.
Commenting on the program, Geetika Mehta, Managing Director, NIVEA India added, “Our annual talent hunt goes beyond just a contest; it’s about empowering India’s Gen Z to express themselves and influence their world. This initiative strengthens the connection with our beloved NIVEA Soft franchise, a favourite among young consumers for its lightweight yet moisturising formulation and versatility. Last year’s overwhelming response, showed us that today’s youth are not just consumers, but active creators and we’re committed to supporting them on that journey.”