NIVEA Soft Fresh Batch Empowers Gen Z Influencers in India

Image of young Indian influencers participating in the NIVEA Soft Fresh Batch initiative.

 

NIVEA India launches the third edition of NIVEA Soft Fresh Batch, a platform empowering Gen Z influencers to create and share content aligned with their values. The initiative aims to support young Indians in becoming influential figures of tomorrow.

 

Our Analysis and Commentary

NIVEA’s Fresh Batch Initiative Empowers Gen Z Influencers to Shape the Digital Landscape

NIVEA India’s launch of the third edition of the NIVEA Soft Fresh Batch initiative is a commendable step towards empowering the next generation of influencers in India. With a focus on the hyper-digital Gen Z audience, this program provides a platform for young individuals to create and share content that aligns with their values and beliefs, allowing them to become influential figures of tomorrow.

The success of the previous editions demonstrates the enthusiasm and talent present among the youth of India. The overwhelming response, with over 1,25,000 entries and reaching an incredible 40 million women, highlights the significance of this initiative. It is clear that young Indians are eager to make their mark in the influencer ecosystem, and NIVEA’s Fresh Batch program serves as a catalyst for their aspirations.

By curating four tribes inspired by the refreshing variants of the NIVEA Soft Light Moisturizer, namely Fresh Beauties, Berry Fashionistas, Peppy Performers, and Peachy Stars, NIVEA India ensures that the program resonates with the interests and passions of the target audience. This approach not only encourages artistic expression but also fosters a strong sense of community among participants.

The choice of Moj – India’s largest short video platform – and Instagram as the platforms for hosting the hunt further strengthens the inclusivity and reach of the campaign. Launching the program in seven different languages allows individuals from various regions to actively participate and showcase their talents on a broader scale. This strategic approach acknowledges the diversity and richness of Indian culture and talent.

Moreover, the collaboration of experienced influencers as mentors is a significant addition to the program. These mentors will not only provide guidance on navigating the evolving digital world but also emphasize the importance of positive and meaningful influence. This mentorship will equip the participants with essential skills and tools while nurturing their creativity and individuality.

NIVEA India’s decision to expand the program through on-ground touchpoints across 1200 colleges in the top 20 cities demonstrates a holistic approach to fostering talent. By combining online presence with real-life interactions, the initiative bridges the gap between the virtual and physical worlds, creating a more immersive experience for participants.

The announcement of a year-long contract with the brand for up to 100 exceptional candidates adds an element of excitement and motivation. Additionally, the prospect of attending a prestigious event in Mumbai, filled with enriching workshops, exciting gifts, and valuable networking opportunities with India’s top creators, further elevates the program’s value.

The impact of NIVEA’s Fresh Batch initiative goes beyond just discovering talent. It creates a vibrant community of confident creators who can collaborate with industry-leading brands, making a lasting impact on their lives. This program exemplifies NIVEA India’s commitment to supporting the youth and empowering them to showcase their talents and become influential voices in the digital landscape.

In conclusion, NIVEA’s Fresh Batch initiative is a commendable effort that enables Gen Z influencers to seize the spotlight and shape the digital landscape in India. By providing a platform for young individuals to create and share content aligned with their values, NIVEA India is nurturing the potential of the next generation and fostering a community of confident creators. This program serves as a testament to NIVEA’s commitment to empowering the youth and making a positive impact on their lives.

 

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NIVEA PRESENTS INDIA’S FRESHEST INFLUENCER HUNT – EMPOWERING THE YOUTH TO SEIZE THE SPOTLIGHT WITH NIVEA SOFT FRESH BATCH

NIVEA India, the nation’s No. 1 Trusted Skincare brand*, introduces the much-awaited third edition of NIVEA Soft Fresh Batch. This novel initiative aims to empower the next generation of influencers, catering specifically to the hyper-digital Gen Z audience. As Gen Zs transition from passive content consumption to active participation in the influencer ecosystem, NIVEA Soft Fresh Batch provides a platform for them to create and share content that aligns with their values and beliefs. The brand aims to play a pivotal role in the journey of young Indians becoming influential figures of tomorrow. By fueling their passions and dreams through this exciting digital hunt, NIVEA India positions itself at the heart of this transformative process.

Following the overwhelming success of the 2022 edition, which saw a remarkable 1,25,000+ entries from across India and reached an incredible 40 million women, the upcoming season promises to be bigger and better. With an impressive lineup of mega influencers as mentors, exciting challenges and rewarding opportunities, this edition will span across 45+ cities, catering to the aspirations of emerging India on a national scale.

Recognizing NIVEA Soft Light Moisturizer as the go-to choice for collegegoers, the brand has strategically curated four tribes inspired by the refreshing variants of the product. Introducing Fresh Beauties, Berry Fashionistas, Peppy Performers, and Peachy Stars as the new tribes for the upcoming third edition, NIVEA India believes that these personalities will perfectly resonate with the interests and passions of the target audience. The hunt, hosted on Moj – India’s largest short video platform and Instagram, invites participants to choose a tribe and showcase their artistic expression by using a specially curated interactive NIVEA brand filter. To participate, contestants are required to submit their videos using the brand hashtag. In order to ensure inclusivity and reach a diverse audience, the campaign will be launched in seven different languages on Moj: English, Hindi, Bengali, Tamil, Telugu, Kannada, and Malayalam. This strategic approach aims to engage individuals from various regions, allowing them to actively participate in the hunt and showcase their talents on a broader scale.

Combining the power of online presence with meaningful real-life interactions, the initiative will expand its horizons through active on-ground touchpoints. This will be accomplished by involving in-house ambassadors across 1200 colleges in the top 20 cities. Adding to the excitement, the campaign will select a batch of up to 100 exceptional candidates who will not only receive a year-long contract with the brand but also be invited to be a part of a prestigious event in Mumbai scheduled in the latter half of the year. This conclusive event will be filled with enriching workshops, exciting gifts and valuable facetime with India’s top creators.

Sharing insights on the property, Sunil Gadgil, Marketing Director, NIVEA India commented, “India’s Gen Zs are not passive content consumers; they like to engage with and influence their social sphere. NIVEA recognizes this need of youth to showcase themselves and has created ‘Soft-Fresh Batch Influencers’ Program.’ Soft Fresh Batch is an annual talent hunt for the next generation of creators. This program has been successfully supporting the youth to unleash their ambition to influence their world. Over the last two years the program has already touched aspiring youth and helped unleash the talent of the next gen influencers.

2023 will be the third edition of the platform. This year the participants will not only get a chance to participate but will have seasoned influencers as mentors. Nivea Soft is investing in the mentors as they will not just be equipping the creators with the latest tools in the evolving digital world but would also guide the participants on how to become a positive and meaningful influence.”

Speaking more on the collaboration, Udit Sharma, Chief Revenue Officer, ShareChat and Moj, said, “The collaborative journey with NIVEA Soft Fresh Batch Influencer Hunt aims to empower and amplify the voices of the next generation of young creators. The initiative aligns with Moj’s commitment to deepen engagement and connection among brands, content creators, and audiences nationwide. Through this collaboration, exceptional talent from diverse regions of India will be discovered, shaping the influencer landscape with their remarkable abilities.”

NIVEA India proudly celebrates a community of over 100+ NIVEA Soft Fresh Batch winners from previous editions who have blossomed into confident creators – collaborating with industry-leading brands. Continuing this legacy, the brand is all set to welcome a new wave of talented individuals – inviting entries across four distinctive tribes. With this initiative, NIVEA India aims to expand its community of passionate advocates while making a profound impact on the lives of budding creators.




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