Ad Campaigns
Nivea Purna and Zee Kannada champion a cultural shift in self-care
MUMBAI: Nivea India has teamed up with Zee Kannada to launch Nivea Purna – Self-Care is Complete Care, a campaign that transforms body lotion marketing into a movement celebrating women’s well-being and empowerment.
The campaign struck a deeply emotional chord by integrating beloved TV characters Seetha (Vaishnavi Gowda) and Shravani (Asiya Firdouse) into its narrative. These fan-favourite figures helped deliver the message authentically, positioning self-care as an achievable and essential part of women’s daily lives.
By partnering with Zee Kannada and its digital extension Zee5, the campaign embedded itself into the cultural heartbeat of Karnataka. It brought the self-care conversation into living rooms through content that women already trust and connect with.
The activation gained further momentum with the Nivea Purna Contest, which encouraged women across Karnataka to share personal stories of self-care. What started as a call to action quickly evolved into a community-driven movement, amplified by genuine engagement on social media.
The campaign reached its crescendo at the Zee Entertainers event, celebrating participants and spotlighting women’s wellness through engaging activities such as rapid-fire rounds, meet-and-greets, and a felicitation ceremony. It was more than an awards night-it was a vibrant community celebration that solidified the emotional link between the brand and its audience.
“This campaign wasn’t about marketing a product; it was about being part of a larger movement,” the brand stated, underscoring the campaign’s broader purpose and impact on brand sentiment and market performance.
“Nivea Purna was more than a campaign-it was a movement to make self-care essential, not optional. Partnering with Zee Kannada helped us connect deeply with women in Karnataka, bringing this message to life in a culturally relevant way. The overwhelming response inspires us to keep driving meaningful conversations that empower women to prioritise their well-being every day.”
Nivea India marketing director Shweta Dalal “Nivea Purna highlights how brands that authentically connect with their audience-through storytelling, inclusivity, and cultural relevance-can drive lasting changes in perception while achieving tangible business results.”
OMD India associate vice-president Tanushree Chakraborty “This collaboration exemplifies our commitment to delivering impactful brand solutions by leveraging Zee’s vast network and strengths to seamlessly amplify brand stories across multiple touchpoints and drive maximum impact on brand equity. As the undisputed leader in the Kannada market, our channel and content enjoy a cult following, enabling us to craft authentic, high-engagement brand campaigns. With Zee’s beloved characters, who share a deep emotional bond with audiences, we provide the perfect platform to spark meaningful brand conversations in millions of homes. A big kudos to the entire team, with a special mention to Nivea and the OMD team, who partnered with us to make this campaign a resounding success. We remain committed to setting new benchmarks with more such innovative and high-impact brand collaborations.”
Zee Entertainment Enterprises Ltd. chief growth officer Ashish Sehgal, Through Nivea Purna, the brand didn’t just promote a product-it created a movement rooted in cultural relevance, emotional connection, and empowerment.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
