Mumbai: It’s great to see how NIVEA Purna truly crafted a spectacle of self-care through its collaboration with Zee Kannada. The campaign, titled “NIVEA Purna – Self-Care is Complete Care”, was not just about promoting a body lotion—it was about sparking a deeper conversation around women’s well-being, empowerment, and the importance of self-care in their daily lives. This kind of storytelling blends emotion and strategy in a way that engages viewers on a much more personal level. By partnering with Zee Kannada and Zee5, NIVEA didn’t just tap into a vast audience—they embedded the concept of self-care in the cultural fabric of Karnataka, connecting with women where they are most invested: their beloved TV shows and personalities.
The campaign’s focus on empowering women to prioritize their well-being was beautifully delivered, particularly through two brand films featuring Seetha and Shravani. By weaving in Karnataka’s favorite TV characters like Seetha (Vaishnavi Gowda) and Shravani (Asiya Firdouse) into the campaign, NIVEA hit the sweet spot of cultural relevance. These characters are not just TV personalities but icons that resonate with the viewers, which gave the campaign a sense of authenticity. The way the campaign redefined self-care was key—by showing how NIVEA fits into women’s daily routines and self-care rituals, it reinforced the message that self-care isn’t just a luxury, but something essential and achievable.
The CTA, specifically the NIVEA Purna Contest, was a brilliant move. The contest didn’t simply encourage participation—it turned into a community-building exercise where women could share their personal stories, making it not just a brand promotion but a platform for genuine conversation. The social media engagement that followed was a testament to this. When women from all walks of life started sharing their self-care rituals, it transformed into a viral movement, proving that the campaign not only captured attention but also sparked meaningful conversations.
The culmination at Zee Entertainers brought everything together, wrapping up the campaign with a celebration that honoured both the participants and the message of women’s wellness. The mix of fun activities like the rapid-fire round, the winner’s felicitation, and the meet-and-greet made it more than just an awards event—it felt like a community celebration of self-care, strengthening the emotional bond between the brand and its audience.
This campaign was a smart fusion of media strategy, emotional connection, and authentic messaging. From a brand perspective, this campaign wasn’t about marketing a product; it was about being part of a larger movement. NIVEA didn’t just market a product—they elevated the entire conversation around women’s self-care and more like a cultural moment that resonated deeply, leading to a boost in both brand sentiment and market share.
“NIVEA Purna was more than a campaign—it was a movement to make self-care essential, not optional. Partnering with Zee Kannada helped us connect deeply with women in Karnataka, bringing this message to life in a culturally relevant way. The overwhelming response inspires us to keep driving meaningful conversations that empower women to prioritize their well-being every day.”, says Shweta Dalal, Marketing Director, NIVEA India.
“Nivea Purna highlights how brands that authentically connect with their audience—through storytelling, inclusivity, and cultural relevance—can drive lasting changes in perception while achieving tangible business results “ – Tanushree Chakraborty, Associate Vice -President OMD India.
Ashish Sehgal, Chief Growth Officer, Zee Entertainment Enterprises Ltd., shared his enthusiasm: “This collaboration exemplifies our commitment to delivering impactful brand solutions by leveraging Zee’s vast network and strengths to seamlessly amplify brand stories across multiple touchpoints and drive maximum impact on brand equity. As the undisputed leader in the Kannada market, our channel and content enjoy a cult following, enabling us to craft authentic, high-engagement brand campaigns. With Zee’s beloved characters, who share a deep emotional bond with audiences, we provide the perfect platform to spark meaningful brand conversations in millions of homes. A big kudos to the entire team, with a special mention to Nivea and the OMD team, who partnered with us to make this campaign a resounding success. We remain committed to setting new benchmarks with more such innovative and high-impact brand collaborations.”
