NIVEA announced the successful completion of the third edition of NIVEA Soft Fresh Batch, the brand’s digital talent hunt. Marking the occasion, Nivea hosted an exclusive event in Mumbai to celebrate 60 new winners from a whopping 230 K+ entries who secured a year-long contract with the brand to kick-start their influencer journey. The brand’s annual talent hunt scaled new heights with double the number of participations this year.
The event featured captivating content creation zones, themed photobooths alongside a professional
photoshoot organized for the finalists. Renowned influencers – The DamnFam members, graced the event, imparting valuable guidance to help these achievers navigate the dynamic digital landscape and carve their distinctive path forward. The Social Nation team got a chance to experience this one-of-a-kind event and we sure had a great evening.
This edition witnessed an exceptional surge in participation, garnering over 2,30,000 entries on both Instagram and MOJ. Emerging creators hailing from over 45 cities enthusiastically took part in this thrilling digital hunt – a testament to its escalating popularity amongst Gen-Z girls. The entries poured
in from major metros as well as regional towns, showcasing a diverse participation. Furthermore, NIVEA also ensured on-ground amplification through thoughtfully designed college-led activations across 430 colleges spanning 40 cities.
NIVEA curated four distinctive tribes – Fresh Beauties, Berry Fashionistas, Peppy Performers and Peachy Stars, inspired by the refreshing variants of the beloved NIVEA Soft Light Moisturiser. This year brought a fresh and exciting element into play – the inclusion of mega influencers as mentors. Notably, the DamnFam members Manav Chhabra, Unnati Malharkar, Ashi Khanna, Tanzeel Khan, Rishabh Chawla, and Anam Darbar joined as mentors. They undertook the responsibility of nurturing and guiding the next generation of budding creators from their respective tribes.
The winners were thrilled to meet their icons in person. They couldn’t believe their eyes. Getting to interact with them was a dream come true for the girls. The whole room was abuzz with excitement and echoing with questions from every end that the girls had for their favourite influencers regarding content creation and its future. One of the girls called the DamnFam members the Indian version of the popular TV sitcom F.R.I.E.N.D.S. Another one even teared up as she got to meet the influencers in person. It was truly a wholesome moment and event!
Commenting on the success of the property, Sunil Gadgil, Marketing Director – NIVEA India, added,
“We are thrilled by the overwhelming response this edition has garnered nationwide. The remarkable
growth year-on-year showcases our commitment to empower talent from every corner of the country.
Our dedication goes beyond providing resources and mentorship; we strive to ignite the creation of
innovative and diverse content. The nearly twofold increase in engagement compared to our previous
efforts underscores the untapped talent and potential, encouraging us to plan even more dynamic
editions of NIVEA Soft Fresh Batch in the future.”
The Mentors remarked, “Being a part of NIVEA Soft Fresh Batch was a delightful experience. Guiding
these aspiring creators over the months was incredibly rewarding. The exchange of ideas and
understanding their journey reminded us of our early days in content creation. We extend our best
wishes to the 2023 batch and eagerly await to see them shine and come into their own.”
NIVEA Soft Fresh Batch is on an upward trajectory, gaining momentum each year. The brand is devoted
to fostering new talent and collaborating with the dynamic creator community to stay relevant across
diverse age groups.