Nivea India has introduced the third edition of the Nivea Soft Fresh Batch. This initiative aims to empower the next generation of influencers, catering specifically to the hyper-digital Gen Z audience.
As Gen Zs transition from passive content consumption to active participation in the influencer ecosystem, Nivea Soft Fresh Batch provides a platform for them to create and share content that aligns with their values and beliefs.
The 2022 edition saw 1,25,000+ entries from across India and reached over 40 million women. With a lineup of mega influencers as mentors, this edition will span 45+ cities.
The brand has curated four tribes inspired by the Nivea Soft Light Moisturiser variants of the product: Fresh Beauties, Berry Fashionistas, Peppy Performers, and Peachy Stars.
The hunt, hosted on Moj, invites participants to choose a tribe and showcase their artistic expression by using a specially curated interactive Nivea brand filter.
To participate, contestants are required to submit their videos using the brand hashtag. In order to ensure inclusivity and reach a diverse audience, the campaign will be launched in seven different languages on Moj: English, Hindi, Bengali, Tamil, Telugu, Kannada, and Malayalam.
The campaign will select a batch of up to 100 candidates who will not only receive a year-long contract with the brand but also be invited to be a part of an event in Mumbai scheduled in the latter half of the year. This event will be filled with workshops, gifts and Facetime with India's top creators.
Sunil Gadgil, Marketing Director, Nivea India, commented, “India’s Gen Zs are not passive content consumers; they like to engage with and influence their social sphere. Nivea recognises this need of youth to showcase themselves and has created the ‘Soft-Fresh Batch Influencers’ Program.’ Soft Fresh Batch is an annual talent hunt for the next generation of creators. This program has been successfully supporting the youth to unleash their ambition to influence their world. Over the last two years, the program has already touched aspiring youth and helped unleash the talent of the next-gen influencers.
2023 will be the third edition of the platform. This year the participants will not only get a chance to participate but will have seasoned influencers as mentors. Nivea Soft is investing in the mentors as they will not just be equipping the creators with the latest tools in the evolving digital world but would also guide the participants on how to become a positive and meaningful influence.”
Udit Sharma, Chief Revenue Officer, ShareChat and Moj, said, "The collaborative journey with Nivea Soft Fresh Batch Influencer Hunt aims to empower and amplify the voices of the next generation of young creators. The initiative aligns with Moj's commitment to deepening engagement and connection among brands, content creators, and audiences nationwide. Through this collaboration, exceptional talent from diverse regions of India will be discovered, shaping the influencer landscape with their remarkable abilities.''
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