Nivea compels you to think about someone else this Mother’s Day in a film by DigitasLBi Mumbai

For over a century Nivea has been synonymous with care, with Nivea Creme symbolising a mother’s natural instinct to protect and care. Occasions like Mother’s Day give the brand an opportunity to highlight this quality and cement Nivea’s role as part of daily skin care regimen.

As part of its Mother’s Day communication, Nivea traditionally celebrated the mother-child bond and its role within it. However, this year, Nivea decided to broaden the canvas and celebrate all forms of mothers, mother-like figures and motherhood that touch everyone’s lives.

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To highlight the importance of these figures, Nivea has launched a campaign led by a digital film, conceptualised by DigitasLBi. The film celebrates a unique relationship and gets everyone thinking about all the #JustLikeMaa figures in their life.

“Nivea epitomizes care, trust and love. We believe that #JustLikeMaa is an initiative to widen this circle of love also to ‘Mother-like figures’ and appreciate them on this occasion of Mother’s Day,” said Maximilian Wegener, Category Manager – Skin Care, Nivea India.

“The iconic blue Nivea Creme tin is now synonymous with care and nothing personifies unconditional care and protection like a mother does. So Mother’s Day holds a special significance for the brand.

This year we wanted to push our communication, both strategically and creatively. And the result is a campaign that takes a progressive look at motherhood and what defines it. This campaign is a celebration of motherhood in all its forms and we’ve chosen a unique relationship and setting – an orphanage – to highlight the special mother-child bond. Our hashtag #JustLikeMaa sums up the idea beautifully and is the perfect way to celebrate and acknowledge this special relationship, and the Day,” said Mark Mcdonald – Head of Creative, Mumbai, DigitasLBi India.

Credits –

Production House – Code Red Films