NIVEA, a skincare brand, has announced the launch of the fourth edition of NIVEA Soft Fresh Batch.
As per the brand, following 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 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, the brand clarified.
Building on last year’s spotlight on dance as a top passion among India’s youth, NIVEA Soft Fresh Batch 2024 is 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.
To launch the initiative, NIVEA has partnered with some digital influencers who will invite aspiring creators to Join India’s Freshest Squad. Participants will be 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 10 winners will receive exceptional rewards, including an all-expenses-paid international trip for select winners, a 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 opportunities for emerging talent to gain recognition and advance their creative careers.
Commenting on the program, Geetika Mehta, Managing Director, NIVEA India, said, “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.”
