Brands
Nivea Soft’s Fresh Batch 5.0 scores big with Gen Z through AI-led identity play
MUMBAI: Nivea has wrapped up the fifth edition of its youth-focused platform Fresh Batch with record engagement, signalling a shift from a talent showcase to an AI-powered identity and self-expression movement for Gen Z audiences.
Launched in November 2025, Nivea Soft Fresh Batch 5.0 reinvented the traditional résumé into a “rizz-ume”, a personalised digital format designed to celebrate individuality beyond formal achievements. The campaign delivered more than 4 lakh rizz-umes, reached over 91 million users and recorded a 154 per cent rise in social engagement.
Built on an AI-driven microsite developed with tech partner Xtendr, the platform decoded personality traits, interests and cultural cues in real time to create hyper-personalised outputs. Cultural creators Apoorva Mukhija, Ankush Bahuguna and Sufi Motiwala anchored the campaign, while collaborations with brands including The Croffle Guys, Mia by Tanishq, Noon Club, Life n Jam and RadioCity extended its reach across categories.
The initiative generated over 50,000 organic shares and achieved a microsite conversion rate of around 50 per cent, well above industry benchmarks. Creator amplification from voices such as Tanmay Bhat further boosted cultural relevance and participation.
Nivea India managing director Geetika Mehta, said the campaign demonstrated how AI, combined with cultural insight, could drive personalisation at scale and create deeper emotional connections with young consumers.
Brands
Abhinav Rastogi named global marketing director for YouTube Shopping
Google veteran to scale creator commerce and expand shopping across global markets
SINGAPORE: Abhinav Rastogi has stepped into a new role as global marketing director for YouTube Shopping, marking the latest chapter in a more than decade-long career at Google.
Rastogi, who took on the position in February and is based in Singapore, will lead global marketing for YouTube Shopping, a platform designed to connect creators, viewers and merchants in a single ecosystem. His remit includes expanding the service into new markets and strengthening its positioning as a growth channel for both creators and brands.
In a reflective note on the transition, Rastogi pointed to a simple but powerful idea driving the role. For years, creators have quietly built trust with audiences through consistent and authentic content, and that trust often shapes purchasing decisions. What is changing now, he said, is the infrastructure around that behaviour. YouTube Shopping aims to make it easier for viewers to discover and buy products recommended by creators they already follow.
The scale is already significant. More than half a million creators have joined the programme, with recent expansion into Japan through a partnership with Rakuten signalling further global ambitions.
Rastogi believes the future of shopping on YouTube will be driven by a blend of creators, content and communities. In his view, it is the human voice behind the screen, not just the product, that ultimately builds trust and drives discovery.
Prior to this role, he served as director of marketing, YouTube Asia Pacific, where he led regional marketing across creator engagement, brand building and reputation. During that time, he played a key role in launching and scaling YouTube Shopping across eight markets in the region.
Earlier stints at Google include group product marketing manager, consumer apps, overseeing growth for products such as Search, Maps and Assistant across India and Southeast Asia, and product marketing manager roles spanning consumer apps and YouTube, where he contributed to launches including YouTube Music, YouTube Originals and YouTube Shorts.
Rastogi began his career in consulting with Boston Consulting Group and A.T. Kearney, before moving into the technology sector. He is an alumnus of Indian Institute of Management Calcutta and Indian Institute of Technology Kanpur.
Alongside his corporate role, he is also an active angel investor, backing early-stage startups in consumer technology and electric mobility across India and Southeast Asia.
As he settles into the new role, Rastogi is betting on a future where every video can double up as a storefront, and where commerce feels less like a transaction and more like a recommendation from a trusted voice.
