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.