Nivea indulges winners of its ‘5 Minutes to Beauty’ digital contest

| Marketing | September 17, 2013 | News

The digital contest ‘5 Minutes to Beauty' organized by Nivea India for Nivea Total Face Cleanup recently concluded with a meet between the winners and Parineeti Chopra, the official ambassador for Nivea Total Face Cleanup in India. The Think Tank Entertainment managed this event which was held at Hyatt Regency in Mumbai on Sept. 7. The winners were treated to an exclusive interaction with the actor in the form of discussions and games followed by a media conference.

As part of the ‘5 Minutes to Beauty' digital contest, participants could call and request for a free Nivea Total Face Cleanup sample and share their 5 minute beauty tips and stories with Parineeti by submitting the story online. Nivea partnered with digital agency, Jack In The Box for this campaign, with promotions on Twitter, Facebook and a dedicated website, The entries to the contest were judged by a selected panelist who picked the seven best stories, the writers of which got the opportunity to meet with Parineeti Chopra.

Commenting on the brief given by Nivea, Abhishek Mazumder, Founder Director, The Think Tank Entertainment, said: "The brief was to create a fun-filled session for the winners and Parineeti Chopra. In order to do this the team came up with the concept of playing fun games, arranging an exclusive interaction with the actress and the idea of giving them a makeover and styling and then meeting with the media."

Hosted by Meghna Kaushik, the exclusive meeting kicked off with Parineeti Chopra sharing her beauty secrets with the winners. This was followed by a quick fire round and other fun-filled games. The contestants and Parineeti also shared and discussed product details and the contestants' submitted stories over a gourmet lunch.

After the meet, an exclusive press conference was organized for Parineeti and the winners to meet and interact with about 50 media personnel. The venue was adorned in Nivea's signature colours of white and blue. Members of the brand introduced the Nivea Total Face Cleanup and expressed their commitment to the product. The interaction concluded with Parineeti handing out Nivea gift hampers to each of the winners.

When asked about the challenges faced and overcome in handling this event, Mazumdar said: "The press conference enabled the brand to amplify the brand message to a larger target audience. We first jotted down a few fun activities that would engage Parineeti and the contestants. However, procuring permissions and managing and engaging contestants were some of the challenges we had to overcome."

Speaking about how the contest helped increase Nivea's goodwill, Sunil Gadgil, Marketing Head, Nivea India, said: "The digital campaign has made Nivea Total Face Cleanup accessible to the target audience. Nivea is the biggest skin care brand in the world and a name that has epitomized care for generations. For over a 100 years it has continued to meet consumer's skin and beauty care needs, every day and for everyone."

Adding further, Gadgil said: "With the overwhelming response to the product that was launched in October 2012, and the 'Just 5 minutes' digital campaign, we believe we have addressed a consumer need with a revolutionary solution. The product helps the consumer achieve pure and clear skin and delivers 5 benefits in 5 minutes and this has resonated well with consumers."

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The Think Tank Entertainment managed the meeting where the winners interacted with Parineeti Chopra.

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