Taapsee Pannu joins creators for Nivea’s tongue twister challenge

New Delhi: NIVEA, India’s long-standing skincare brand, has refreshed its Body Milk formulation with 100% pure hyaluronic acid, offering up to 72 hours of moisturisation. 

To make the ingredient memorable for consumers, the brand introduced a tongue twister: “NIVEA Hyaluron, Neela Hyaluron,” bringing attention to the updated formulation in the familiar blue NIVEA Body Milk pack.

As part of the campaign, NIVEA featured a national TV integration on Colors TV’s reality show Pati Patni Aur Panga, where hosts Munawar Faruqui and Sonali Bendre, celebrity contestants, and the audience participated in attempting the tongue twister.

The campaign also included collaboration with music artist Mayur Jumani, who composed a track around the tongue twister featuring playback singers Antara and Ankita Nandy. 

NIVEA’s global ambassador Taapsee Pannu participated in the initiative, while lifestyle influencers and television personalities including Tejasswi Prakash, Anisha Dixit, and Meethika Dwivedi added their own interpretations of the challenge. Street-based vox-pop creators such as Aryan Kataria and Prannay Joshi engaged the public directly to try the tongue twister.

The integrated approach led to widespread engagement, with over 10 million organic views across social media within 72 hours, driven by 20 creators.

Shweta Dalal, Marketing Director, NIVEA India, said, “The iconic blue NIVEA Body Milk has always stood for trusted, nourishing care. Now, with the addition of Hyaluronic Acid, it delivers even more effective hydration. To make this benefit resonate and stay with consumers, we wanted to do it in a fun, engaging way, hence the tongue twister. It’s a playful nod to the science behind the product, while staying true to the care NIVEA is known for.”

Watch th campaign films:

View this post on Instagram

A post shared by Taapsee Pannu (@taapsee)